Toronto, ON — What if reducing HIV stigma was as simple as starting a conversation?

That's the idea behind Just Say It!, an exciting new national HIV stigma reduction campaign launched by The Positive Effect, a national stigma reduction initiative from REACH Nexus at St. Michael’s Hospital MAP Centre for Urban Health Solutions.

At a time when HIV science has advanced dramatically, public understanding has not always kept pace or sometimes forgotten completely.

Today, people living with HIV who have access to treatment can live long, healthy lives. Scientific evidence has transformed what we know about HIV transmission, prevention, and care.

Yet many Canadians still hold beliefs about HIV that are rooted in the 1980s and 1990s.

"Many of the people we most need to reach are getting their HIV information from outdated conversations, social media myths, and misinformation—not trusted sources, " said James Watson, manager of peer and stigma initiatives at REACH Nexus.

"When accurate information doesn't reach people, stigma fills the space. This campaign is working to change that.”

Rather than waiting for people to seek out information about HIV, Just Say It! brings the conversation directly to where Canadians are already spending their time: social media. The campaign features a series of candid, unscripted conversations between people living with HIV, HIV advocates, and mainstream influencers whose audiences extend far beyond the HIV community.

Using a simple card game format, participants tackle thought-provoking questions about HIV, stigma, sex, relationships, disclosure, and the myths many people still carry. No scripts. No rehearsed answers. No expectation that anyone arrives as an expert.

Some moments are funny. Some are awkward. Some are deeply moving. All are honest.

"People are often afraid of saying the wrong thing when it comes to HIV," said Watson, who also hosts the pozcast.

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"But silence doesn't reduce stigma—conversation does. Just Say It! creates space for people to ask questions, challenge assumptions, and learn together."

Over the coming months, audiences across Canada will see a series of engaging video conversations released across social media platforms, Instagram and Facebook. Each episode aims to challenge misconceptions, spark reflection, and encourage viewers to continue the conversation in their own lives.

Watch the videos. Share the conversations. Talk about them with friends, family, and colleagues.

Just say it.

About The Positive Effect

The Positive Effect is a national stigma reduction initiative from REACH Nexus dedicated to reducing HIV-related stigma through innovative, evidence-informed approaches that amplify the voices and experiences of people living with HIV. Listen and subscribe to season 3 of pozcast to hear more from people involved in the project and about topics affecting people living with HIV – including the Canadian HIV Stigma Index.

About REACH Nexus at MAP Centre for Urban Health Solutions

REACH Nexus is a national research group focused on addressing HIV, Hepatitis C, and other sexually transmitted and blood-borne infections (STBBIs) in Canada. Based at the MAP Centre for Urban Health Solutions at St. Michael's Hospital in Toronto, REACH works to reach the undiagnosed, expand testing options, connect people to care, improve access to prevention (PrEP and PEP), and reduce stigma. Learn more at www.reachnexus.ca

REACH Nexus Contact

Andrew Russell

Senior Communications Specialist

REACH Nexus - MAP Centre for Urban Health Solutions

📧 andrew.russell@unityhealth.to

📞 416-268-7642

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