In brief
The New Zealand Herpes Foundation has made waves with its unique campaign to destigmatize herpes, winning the Grand Prix for Good at the Cannes Lions awards. With humor and high-profile endorsements, the campaign aimed to promote the idea that New Zealand can be the "best place" to have herpes, challenging perceptions around the virus and encouraging open conversation.
The New Zealand Herpes Foundation launched a daring campaign aimed at changing perceptions surrounding the herpes virus, positioning the country as the "best place" to live with the infection. This initiative has garnered significant recognition, winning the prestigious Grand Prix for Good at the Cannes Lions awards, which celebrate creativity in the arts and communication sectors.The humorous campaign was unveiled last October and featured a tourism-style video that included notable figures such as Sir Graham Henry, the former head coach of New Zealand's national rugby team. Sir Graham humorously lamented the country's fading sources of national pride, mentioning the "embarrassingly low" sheep-to-human ratio and rising pie prices. He famously declared, "It's time for New Zealand to become the best place in the world to have herpes," while highlighting a chalkboard emblazoned with the word "HERPES."The viral advertisement also included a faux "herpes destigmatisation course," showcasing other local icons like Sir Ashley Bloomfield, the former chief health officer, and professional boxer Mea Motu. The irreverent take on a sensitive subject attracted attention and resonated widely with audiences.David Ohana, the communications chief at the United Nations Foundation, and jury president at the Cannes Lions stated that the campaign tackled a taboo subject with creativity and humor, indicating that anything is possible with the right strategy. Around one in three sexually active New Zealanders is estimated to carry the herpes virus, with many experiencing minimal to no symptoms, but widespread misconceptions continue to stigmatize those living with it.Alaina Luxmoore from the New Zealand Herpes Foundation informed local media that the campaign has reached millions, suggesting its humor was a major factor in its effectiveness.
