The New Zealand Herpes Foundation has won the prestigious Grand Prix for Good award at the Cannes Lions for its humorous campaign aimed at removing the stigma surrounding herpes, cleverly promoting the country as the "best place to have herpes" through a faux tourism video featuring notable figures.
New Zealand’s Bold Campaign Making Herpes a Source of National Pride Wins Grand Prix
New Zealand’s Bold Campaign Making Herpes a Source of National Pride Wins Grand Prix
The New Zealand Herpes Foundation's unconventional tourism campaign goes viral, earning accolades for its destigmatization approach.
In an unprecedented move, the New Zealand Herpes Foundation launched a campaign last October that juxtaposed a serious health issue with humor to boost national pride by proclaiming the country as the "best place to have herpes." This innovative approach has netted the campaign a top accolade at the Cannes Lions awards, securing the Grand Prix for Good prize, which honors extraordinary work by non-profit organizations.
The campaign featured a faux tourism advertisement starring Sir Graham Henry, the former head coach of the New Zealand rugby team, who addressed a decline in national pride by highlighting quirky issues like the country's low sheep-to-human ratio. "We need something new to be proud of... It's time for New Zealand to become the best place in the world to have herpes," he boldly stated while writing "HERPES" on a chalkboard.
Following this, the Foundation rolled out a satirical "herpes destigmatisation course," boasting appearances from other prominent New Zealand figures, including Sir Ashley Bloomfield and professional boxer Mea Motu. The playful spirit of the campaign has resonated widely, gaining popularity and sparking conversations.
David Ohana, the communications chief at the United Nations Foundation, praised the initiative, noting how it reframed a taboo subject with wit and audacity. "With a great strategy and humor, that anything is possible," Ohana said.
Despite one in three sexually active adults in New Zealand living with the herpes virus, there is a significant stigma surrounding it, fueled by misconceptions and societal taboos about discussing sexual health. However, the Foundation highlighted that many individuals lead normal lives without severe symptoms.
Alaina Luxmoore of the New Zealand Herpes Foundation shared that the campaign's charm lies in its humor. “The campaign was so funny, I think that's why it worked,” she remarked, emphasizing the transformative impact it has had in reaching millions and altering perceptions about living with the virus.
