New Zealand's Bold Campaign Changes the Narrative on Herpes

The New Zealand Herpes Foundation's quirky campaign to promote acceptance of herpes has won a top creative award, demonstrating the power of humor in tackling stigma associated with the virus.

The New Zealand Herpes Foundation has recently celebrated a significant achievement by winning the Grand Prix for Good at the esteemed Cannes Lions awards for its innovative campaign to destigmatize herpes. Last October, the foundation launched a bold ad campaign pitch titled, "To fix our national pride, the solution is obvious: herpes," seeking to make New Zealand the "best place" to live with the infection.

The campaign, presented in the form of a faux tourism advertisement, features ex-rugby coach Sir Graham Henry highlighting the nation's need for new pride, referencing declining sheep-to-human ratios and rising pie prices. Amid this humorous context, he boldly declared the nation could champion acceptance of herpes by writing the word "HERPES" on a chalkboard.

Accompanied by a series of satirical videos featuring other national figures, such as Sir Ashley Bloomfield and boxer Mea Motu, the campaign employs humor to address a sensitive subject. The approach resonated widely, with communications chief David Ohana from the United Nations Foundation praising the campaign for flipping a taboo topic on its head and showing that humor can encourage open discussions.

Statistics reveal that about one in three sexually active New Zealand adults carry the virus responsible for genital herpes, with many exhibiting few or no symptoms. Despite this, social stigma attached to the condition has been significant, often perpetuated by media portrayal and discomfort in conversations about sexuality. Alaina Luxmoore from the New Zealand Herpes Foundation noted that the humorous tone of the campaign led to its widespread recognition, stating it had "massive cut-through" and reached millions.

Overall, the campaign not only earned accolades but also sparked essential conversations around acceptance and understanding of herpes, illustrating the impact of creativity paired with purpose.