**In a creative twist at the Cannes Lions awards, New Zealand takes a unique approach to tackling herpes stigma through humor and national pride.**
**New Zealand's Bold Campaign Brands It as the 'Best Place to Have Herpes'**
**New Zealand's Bold Campaign Brands It as the 'Best Place to Have Herpes'**
**A groundbreaking ad initiative by the New Zealand Herpes Foundation breaks stigma and wins big.**
In an audacious move to combat stigma, the New Zealand Herpes Foundation launched a provocative campaign last October aiming to make the nation the "best place" to have herpes. The campaign, designed to elevate national pride while destigmatizing the virus, recently garnered the prestigious Grand Prix for Good at the Cannes Lions awards, recognizing exceptional work by non-profits and charities in the creative sector.
The centerpiece of the campaign was a tongue-in-cheek tourism-style video featuring iconic figures like Sir Graham Henry, the acclaimed former coach of the national rugby union team. In the video, Sir Graham humorously lamented New Zealand's dwindling sources of pride, ranging from an "embarrassingly low" sheep-to-human ratio to skyrocketing pie prices. With a chalkboard, he boldly declared, "It's time for New Zealand to become the best place in the world to have herpes."
The campaign only grew in creativity from there, further presenting itself as an engaging "herpes destigmatisation course," which included appearances by national symbols like former health ministry chief Sir Ashley Bloomfield and boxer Mea Motu. The campaign’s quirky humor resonated with audiences, sparking joy in a topic often met with discomfort.
David Ohana, communications chief at the United Nations Foundation and jury president for this year’s Cannes Lions, praised the initiative for its clever strategy: “Our 2025 awardee took a taboo topic and turned it on its head. With a remarkable idea—and humor for days—anything is possible.”
Data from the New Zealand Herpes Foundation indicates that about one in three sexually active adults in New Zealand carry the virus responsible for genital herpes, with many experiencing mild symptoms or none at all. The foundation highlighted that prevailing misinformation and cultural awkwardness around sex have severely stigmatized those living normally with the virus.
According to Alaina Luxmoore of the New Zealand Herpes Foundation, the campaign reached millions, making significant waves. "The campaign was so funny, I think that's why it worked," Luxmoore noted during her appearance on local TV program Breakfast, illuminating the profound impact of humor when addressing challenging societal topics.
