A Movement to End the HIV Epidemic by 2025

Marketing tactics

Initiative Objectives/goals; Why is it important


REACH Nexus, with the support of the Canadian Foundation for AIDS Research (CANFAR), led the development of The Positive Effect (TPE)—a human and digital-powered movement that aims to put an end to the stigma that inhibits Canada’s progress to reaching its goal to end the HIV epidemic by 2025.

Driving transformation of HIV stigma through a central website, social channels and campaign tactics

TPE is fuelled by those living with HIV and the people and communities who support them. With TPE, we aim to eradicate HIV stigma and encourage testing and prevention by transforming mindsets through a strategic central website, a podcast, social channels, awareness tactics and more.

The Positive Effect is also the home of pozcast, a podcast created by and for people living with HIV. New episodes air monthly. Audience members can sign up for alerts on TPE's website to ensure an episode is never missed.

We are stronger together

TPE—collaboratively designed by scientists, medical experts, community leaders and people with living with HIV in Canada—begins online at positiveeffect.org. This initiative connects the lived experiences of those managing and preventing HIV with facts and evidence to counter the misinformation and fear that underlies and perpetuates stigma.  






Overcoming Stigma

Supporting People Living with HIV

We are stronger together



REACH Funded


Facts and evidence shared by people with lived experiences will shift mindsets about HIV to break down the stigma that prevents equal access to care.


Meaningful engagement with people with lived experience

High tech meets high touch

HIV stigma comes from fear, lack of knowledge and prejudices. With The Positive Effect, we want to inspire and support people to think differently about HIV by appreciating real stories that they otherwise might never hear. Through these experiences, we will shift mindsets.

It Is Vital That Those People Living With And Affected By HIV Be At The Centre Of The Effort.

This frontline perspective is critical to crafting an approach and solution that will truly be effective. Community members can share their stories and experiences over on The Positive Effect website.

“ The Positive Effect is much more than a website—it is about shifting mindsets and enriching lives. It’s a movement to end HIV stigma by linking facts and evidence of how stigma can affect people to their core, with stories of lived experience where people navigate through challenging circumstances and vulnerability with courage, resilience and growth. ”

Director, REACH Nexus; MAP Centre
for Urban Health Solutions.

Communications, social + support tactics

Through our insights and actions, we seek to imaginatively inhabit and connect digital spaces with conversations about HIV stigma.

The Positive Effect is present in conversations, art, street and environment, video, news media and social communities. In these spaces, we debunk misinformation and myths about HIV, share information and insight, spark dialogue, foster connectivity and trigger action.


REACH Nexus continues to nurture TPE’s growth and in the last year plus since its launch, contributed to informative dialogue across three social media channels (Instagram, Twitter and Facebook), produced multiple seasons of the pozcast podcast, published over 40 remarkable stories from people living with HIV and their allies, developed more than 15 thought-provoking blog posts, had over 18K+ web visits and, most importantly, have together had a positive effect on challenging stigma.

“CANFAR is a proud partner in this initiative that will shift mindsets about HIV, open hearts and our tolerance, and improve lives. The Positive Effect provides the opportunity to read, connect with, and share stories about the experiences of Canadians in the journey to end the HIV epidemic.”

Alex Filiatrault,
CEO, Canfar


Launched in spring, 2020, we will report on program progress, insights and challenges over time.