In brief
In an innovative approach to raise awareness about herpes, the New Zealand Herpes Foundation's campaign humorously declared the country the "best place to have herpes", earning the prestigious Grand Prix for Good award at the Cannes Lions festival.
The video, featuring iconic national figures and witty one-liners, successfully addressed societal stigma while combining entertainment and education, striking a chord with many viewers. In October, the New Zealand Herpes Foundation launched an unusual campaign with the provocative message, "To fix our national pride, the solution is obvious: herpes." The initiative aimed to destigmatize herpes and position New Zealand as the "best place" to have the infection, which culminated in a creative faux tourism advertisement video. The campaign received recognition at this year’s prestigious Cannes Lions awards, winning the Grand Prix for Good, an honor reserved for outstanding non-profit initiatives.The video, featuring Sir Graham Henry, the former head coach of the national rugby union team, humorously pitched the need for New Zealand to embrace a new source of national pride. He lamented the country’s perceived shortcomings and boldly proclaimed that it was time to embrace its herpes prevalence as a positive identifier. "It’s time for New Zealand to become the best place in the world to have herpes," Henry declared while writing "HERPES" in large letters on a chalkboard.Further engaging content included a satirical "herpes destigmatisation course," featuring local icons like Sir Ashley Bloomfield and boxer Mea Motu. The campaign, crafted with creative agencies Motion Sickness and FINCH, utilized irreverent humor to address a sensitive subject, garnering widespread attention and acclaim.Communications chief at the United Nations Foundation, David Ohana, remarked on the campaign's success, stating, "Our 2025 awardee took a taboo topic and turned it on its head, proving that with a bold idea and humor, anything is achievable." Statistics indicate that about one in three sexually active adults in New Zealand carries the virus responsible for genital herpes, with many individuals experiencing mild symptoms or none at all. The New Zealand Herpes Foundation highlighted the issue of stigma tied to herpes, arising from sensationalized media portrayals and societal discomfort discussing sexual health.Alaina Luxmoore from the New Zealand Herpes Foundation noted the campaign's vast reach, saying millions had interacted with the materials. "The campaign was so funny, I think that's why it worked," Luxmoore shared during an interview on a local television program. The initiative stands as a bold reminder of the power of humor and creativity in addressing societal taboos and fostering understanding.
