The New Zealand Herpes Foundation's innovative campaign, aiming to destigmatize the herpes virus through comedic faux tourism ads, has received the Grand Prix for Good award at the Cannes Lions, showcasing how humor can shift perspectives on taboo subjects.
New Zealand's Unconventional Campaign for Herpes Awareness Takes Cannes Lions by Storm
New Zealand's Unconventional Campaign for Herpes Awareness Takes Cannes Lions by Storm
A humorous tourism ad campaign by the New Zealand Herpes Foundation wins top honors, aiming to destigmatize herpes and encourage open conversations about sexuality.
In a bold twist on conventional health messaging, the New Zealand Herpes Foundation launched a campaign last October, unapologetically declaring New Zealand as the "best place to have herpes." This innovative approach has garnered significant acclaim, culminating in a Grand Prix for Good award at this year's Cannes Lions—a prestigious event celebrating creativity in advertising. The central theme of the campaign was to combat the stigma surrounding herpes, deploying a faux tourism advertisement starring notable figures including Sir Graham Henry, the former coach of New Zealand's national rugby team.
In the engaging video, Henry reminisces about the nation's former glories and acknowledges its current low points, such as the disappointing sheep-to-human ratio, before suggesting a new source of national pride: herpes. He provocatively writes "HERPES" on a chalkboard, announcing the aim to position the country as the ideal place to live with the infection.
The campaign also featured a comedic "herpes destigmatisation course," incorporating a bevy of national personalities, including Sir Ashley Bloomfield and boxer Mea Motu, with persistent humor resonating with audiences. David Ohana, the communications chief at the United Nations Foundation and jury president at Cannes Lions, praised the campaign’s ability to tackle a taboo topic with boldness and humor.
Statistically, about one in three sexually active adults in New Zealand carries the herpes virus, yet many experience minimal symptoms, allowing them to lead regular lives. Unfortunately, societal stigma has often overshadowed this reality. Alaina Luxmoore from the New Zealand Herpes Foundation shared insights on the campaign's success, noting that its humor struck a chord with viewers, enabling an open discussion around such a sensitive topic. With millions of viewership, the campaign is being hailed as a game-changer in addressing misinformation and promoting candid dialogue on sexual health.
