The New Zealand Herpes Foundation has successfully rebranded herpes through an audacious campaign, winning the Grand Prix for Good at Cannes Lions by humorously advocating for the country to become the best place to have the virus, showcasing the necessity to destigmatize the condition.
New Zealand Turns Herpes into a Tourism Campaign Triumph
New Zealand Turns Herpes into a Tourism Campaign Triumph
A quirky campaign by the New Zealand Herpes Foundation earns acclaim at Cannes Lions for destigmatizing the virus with humor.
In an unexpected twist to public health messaging, New Zealand's Herpes Foundation has turned heads and hearts with its latest campaign that aims to put a positive spin on the often-stigmatized virus. Launched last October, the initiative features a humorous faux tourism advertisement, which recently clinched the prestigious Grand Prix for Good at the Cannes Lions awards. This category celebrates innovative work by non-profit organizations that seek to make a difference in society.
The advertisement, humorously narrated by Sir Graham Henry, the former coach of the All Blacks rugby team, delivers a cheeky message: “To fix our national pride, the solution is obvious: herpes.” In the video, Henry expresses his desire for something bold to restore New Zealand's reputation, citing declining sheep numbers and soaring pie prices as signs the country needs a new claim to fame. He promptly writes "HERPES" in bold letters on a chalkboard, announcing a quest to make New Zealand the best place in the world to live with the virus.
The campaign takes on a lively tone, further promoting a "herpes destigmatisation course," featuring other national figures such as former health chief Sir Ashley Bloomfield and boxer Mea Motu. The blend of humor and sensitivity has resonated widely, effectively reaching audiences and challenging the stigma surrounding genital herpes.
David Ohana, communications chief at the United Nations Foundation and a Cannes jury president, praised the campaign's creativity, remarking on its ability to tackle a taboo topic with a "big, bold, crazy idea." The work emphasizes that millions of New Zealanders live with the herpes simplex virus, often without even realizing it, as many experience mild or no symptoms.
Despite the prevalent nature of herpes — affecting approximately one in three sexually active adults in New Zealand — societal misconceptions and discomfort surrounding discussions of sexual health have led to significant stigmatization. According to Alaina Luxmoore from the New Zealand Herpes Foundation, the campaign has garnered millions of views, demonstrating effective outreach and impact.
“The campaign was so funny, I think that’s why it worked,” Luxmoore told local media, underlining the balance of levity and care in addressing a sensitive health issue. This groundbreaking approach could serve as an inspiring model for tackling stigma across various health discussions worldwide.
