In brief
The New Zealand Herpes Foundation's innovative campaign, which humorously promotes the country as the "best place to have herpes," received the Grand Prix for Good at this year's Cannes Lions awards for its role in destigmatizing the infection.
In a groundbreaking campaign that blends humor with health advocacy, the New Zealand Herpes Foundation recently garnered top honors at the Cannes Lions awards for its innovative approach to destigmatizing genital herpes. Launched last October, the initiative sought to reframe New Zealand as the “best place to have herpes,” addressing widespread stigma surrounding the virus while injecting a sense of national pride.The campaign features a faux tourism advertisement, showcasing former national rugby coach Sir Graham Henry, who expresses concern over New Zealand's waning sources of pride, which include an "embarrassingly low" sheep-to-human ratio. In a cheeky moment, Henry scribbles "HERPES" on a chalkboard, challenging Kiwis to embrace a new, bold identity. In addition to Henry, the ad includes other prominent figures, such as former health ministry chief Sir Ashley Bloomfield and professional boxer Mea Motu, who engage in a humorous "herpes destigmatization course." The campaign’s irreverent tone resonates with audiences, illustrating that humor can break down barriers around sensitive topics.David Ohana, communications chief at the United Nations Foundation and jury president at Cannes, praised the campaign for flipping a taboo subject on its head. "With a bold idea and humor for days, anything is possible," he remarked, highlighting the campaign's success in fostering open conversations.Current stats indicate that approximately one in three sexually active adults in New Zealand carry the virus, though most experience mild symptoms or none at all. Despite this, factors like popular media and societal awkwardness around sexual health have contributed to significant stigma. Alaina Luxmoore of the New Zealand Herpes Foundation noted that the campaign has achieved massive visibility, affirming, "The campaign was so funny; I think that's why it worked." As millions engage with the message, New Zealand's unique take on a serious public health issue is paving the way for a more inclusive conversation around sexual health.
