Corbin Visual worked with CATIE to design a campaign strategy rooted in authenticity and conversation:
• Cast eight serodifferent couples (one HIV-positive, one HIV-negative) across Canada.
• Navigated a challenging casting process through clinics, networks, and support organizations to find couples both representative and comfortable sharing their stories.
• Filmed candid, bilingual conversations about how couples met, disclosed, and live with HIV together.
• Integrated myth-busting games and lighthearted activities to keep the content relatable and engaging while addressing misconceptions head-on.
• Shot in Toronto and Montreal with sets designed to feel intentional but authentic.
• Managed all logistics: casting, contracts, translation, and prep for print and digital formats.
• Delivered a mix of video assets, cutdowns, and stills.
• Launched a bilingual campaign across social media, events, billboards, posters, postcards, and clinics nationwide.
The Canadian adaptation of Can’t Pass It On significantly shifted awareness and attitudes:
• Awareness that “a person on effective HIV treatment cannot pass it on” rose from 76% → 83%.
• Agreement with the message increased from 56% → 72%.
• Those exposed to the campaign were 4× more likely to be aware, 6× more likely to agree, and ~4.9× more likely to express confidence in the message.
• Recognition was strong: 71% of service providers and 65% of people living with HIV reported familiarity with the campaign.
For CATIE, the campaign:
• Humanized HIV through authentic storytelling rather than fear-based messaging.
• Provided a bilingual library of shareable content and visible out-of-home creative to spark conversation.
• Helped close the gap between scientific consensus and public perception, advancing the U=U movement in Canada.
