New Zealand's Bold Move: Turning Herpes Stigma into National Pride

The New Zealand Herpes Foundation's creative and humorous campaign to destigmatize herpes has garnered significant acclaim, earning the Grand Prix for Good at the Cannes Lions awards. Featuring national icons and a cheeky tourism ad concept, the initiative has resonated with many, drawing attention to the reality of living with the virus.

New Zealand's Herpes Foundation launched a provocative campaign last October, proposing to establish the country as the "best place" to have herpes. The audacious pitch was a response to what they perceive as a decline in national esteem, boldly declaring, "To fix our national pride, the solution is obvious: herpes." This campaign has recently achieved remarkable success, culminating in recognition with the Grand Prix for Good award at the Cannes Lions, an event that honors exceptional work in the creative sector.

The campaign, designed as a faux tourism advertisement, features former national rugby coach Sir Graham Henry, who expressed nostalgia for New Zealand’s storied achievements while lamenting a perceived reduction in national pride. He humorously highlighted the nation’s deficiencies, such as the low sheep-to-human ratio, and ended with a rallying cry for embracing herpes.

In addition to Henry, the video showcased other prominent New Zealand figures, including Sir Ashley Bloomfield, former health ministry chief, and professional boxer Mea Motu. Together, they created a comedic "herpes destigmatisation course," which successfully blended humor with a poignant message about rejecting social stigma.

David Ohana, communications chief at the United Nations Foundation, called the campaign an inventive approach to a taboo subject, emphasizing the importance of strategy, boldness, and humor in tackling sensitive issues. Approximately one in three sexually active adults in New Zealand are carriers of the virus that causes genital herpes; however, the majority report mild or no symptoms and live without significant changes to their lives.

The foundation's press release at the campaign's launch illustrated the challenge of addressing misinformation and societal discomfort surrounding conversations about sex, which has led to considerable stigma for many affected individuals. Alaina Luxmoore of the New Zealand Herpes Foundation shared that the campaign's blend of humor and relatability contributed to its viral success, reaching millions of viewers and driving a meaningful conversation on this often-ignored topic.