Casey House smashes HIV/AIDS stigma with a bold campaign, under the leadership of an Interim CMO
The Challenge
Casey House is a non-profit HIV/AIDS hospital with community programs including home nursing care and outreach. Prior to launching a brand-new facility, the board identified that a lack of public awareness about the state of HIV/AIDS was holding the non-profit back from driving growth. They agreed that an upcoming new facility launch would be the right time for a bold campaign to raise awareness and:
- Acquire new sponsorship
- Reinvigorate loyal donors
- Change public perception of HIV-AIDS
- Catalyze community engagement
The Recommendation
While the Odgers Berndtson team was running a search for a full-time chief marketing and development officer, to pull this campaign off in the short term, the non-profit needed executive-level marketing leadership with a digital focus. Odgers Interim recommended hiring Martha Turner: a seasoned interim CMO with a track record of innovative digital campaigns for big brands.
“The Odgers Interim team’s experience and knowledge of our sector (and wide database) meant that they could quickly identify what type of executive could make the transition to non-profit, bringing along innovative for-profit approaches. They understood the nuances of what we needed and they delivered.”
--Joanne Simons, CEO, Casey House
The Solution
From campaign ideation to community outreach, Martha brought a level of marketing expertise this non-profit had never before had access to. The interim CMO’s background managing creative, PR and digital teams to execute brand-building initiatives was just what was required to bring to life June’s HIV+Eatery. The #SmashStigma pop-up restaurant initiative inspired diners to question their comfort levels in consuming a meal prepared by HIV positive chefs, effectively igniting a global conversation around this condition and Casey House.
Additionally, Martha:
- Audited existing marketing practices and tech stack and made recommendations
- Projected donor revenue plan
- Formulated a three-year roadmap for the future chief marketing and development officer
The Results
After the resounding success of the #SmashStigma campaign in igniting a public conversation on the reality of HIV/AIDS, this non-profit is set up for future success. A highly engaged community, primed for future donor campaigns. And several brand-new corporate sponsors.
Key results included:
- 1 wildly successful pop-up restaurant run by 14 HIV-positive social activists.
- 163 print, online, broadcast stories from around the world: Canada, United States, United Kingdom, France, Australia.
- 100K in newly acquired corporate sponsorship.
- Stronger bonds forged amongst a previously fragmented ASO community.