"New Zealand's Bold Campaign: Rebranding Herpes with Humor"

A quirky promotional video by the New Zealand Herpes Foundation defies stigma and secures recognition at Cannes Lions awards.

In a striking approach to tackle the stigma surrounding herpes, the New Zealand Herpes Foundation has garnered significant attention with its audacious campaign positioning New Zealand as the "best place" to have the infection. Launched last October, this initiative has taken home the prestigious Grand Prix for Good at the Cannes Lions awards, celebrating unique and impactful creative endeavors by non-profits.

The campaign features a humorous faux tourism advertisement narrated by Sir Graham Henry, former coach of New Zealand's national rugby union team, who humorously critiques the nation’s waning sources of pride, pointing to a “shameful” sheep-to-human ratio and the rising prices of staple meat pies. In a memorable moment, he boldly writes “HERPES” on a chalkboard, positioning the virus as the new beacon of national pride.

The promotional effort also includes a comedic "herpes destigmatisation course" video, showcasing iconic personalities like Sir Ashley Bloomfield, former chief of health, and boxer Mea Motu in a satirical take on the topic. With a creative edge provided by Motion Sickness and FINCH agencies, the campaign successfully light-heartedly confronts the taboo surrounding herpes, finding resonance among the public.

"Clever strategies and a sense of humor can truly transform the narrative surrounding social stigmas," commented David Ohana, communications chief at the United Nations Foundation and jury president for Cannes this year. Statistics suggest that about one in three sexually active adults in New Zealand carry the virus, often with mild or no symptoms. The campaign seeks to elevate conversations on the topic, inspired by the acknowledgment of pervasive misinformation and cultural discomfort in discussing sexual health.

Alaina Luxmoore of the New Zealand Herpes Foundation remarked on the campaign's widespread reach, noting that its humor played a crucial role in its effectiveness, stating that it achieved "massive cut-through."