The New Zealand Herpes Foundation is on a mission to shift perceptions with a groundbreaking campaign titled "To fix our national pride, the solution is obvious: herpes." Launched last October, the project was designed to position New Zealand as the premier destination for herpes awareness.
Winning a Grand Prix for Good at this year's Cannes Lions awards is a testament to its impact. The faux tourism ad, featuring Sir Graham Henry, the former head coach of the national rugby union team, cleverly showcased the country's need for a new source of pride. In the video, Henry humorously lamented New Zealand's "embarrassingly low" sheep-to-human ratio and costly pies, before suggesting that the nation embrace the herpes conversation by writing "HERPES" on a chalkboard.
The campaign didn't stop there—the short video also included a "herpes destigmatisation course" hosted by other Kiwi icons, including former health ministry chief Sir Ashley Bloomfield and professional boxer Mea Motu. Its light-hearted approach struck a chord with audiences, moving beyond the taboo that surrounds the virus.
David Ohana, communications chief at the United Nations Foundation, praised the initiative for tackling a sensitive topic with humor. "Forget doom and gloom, there's enough of that already to go around," he said.
With approximately one in three sexually active Kiwis carrying the herpes virus, the campaign aims to counteract the stigma fueled by misinformation and societal awkwardness. Alaina Luxmoore from the foundation emphasized the humorous nature of the ads as one of the keys to their success, stating that millions had tuned in to watch the hilarious yet impactful videos.
