New Zealand's Bold HPV Campaign Triumphs at Cannes Lions

The New Zealand Herpes Foundation's innovative campaign to destigmatize herpes by branding the country as the "best place" to have the virus received the Grand Prix for Good award at Cannes Lions, demonstrating the power of humor in transforming taboo topics.

In a groundbreaking move that combines humor with health awareness, the New Zealand Herpes Foundation launched a daring campaign last October aimed at repositioning the narrative around herpes. Titled "Best place to have herpes," the audacious initiative sought to destigmatize the infection, and it has finally paid off. This clever marketing effort snagged the prestigious Grand Prix for Good award at this year's Cannes Lions festival, which recognizes outstanding contributions from the non-profit sector.

At the heart of the campaign is a faux tourism advertisement video featuring Sir Graham Henry, the former coach of the national rugby union team. In the video, Henry reflects on New Zealand’s national pride and highlights that the country desperately needs an "exciting new identity." He whimsically introduces "HERPES" as the new source of pride, parodying New Zealand's traditional images and concerns.

The campaign further unfolds into what is mockingly termed a "herpes destigmatization course," showcasing other well-known figures such as former health director Sir Ashley Bloomfield and professional boxer Mea Motu. Through irreverent and provocative humor, the footage has resonated with the public, striking a chord that the campaign designers expected.

Jury president David Ohana, from the United Nations Foundation, praised the boldness of the initiative, noting, "With a great strategy and humor for days, anything is possible." The campaign’s success reflects a significant shift in how society approaches the often-taboo subject of sexually transmitted infections.

According to the New Zealand Herpes Foundation, roughly one-third of sexually active adults in New Zealand carry the herpes virus, most experiencing mild symptoms that do not disrupt their daily lives. The stigma associated with the infection, fueled by misinformation and societal discomfort with discussing sexual health, has made this campaign's mission vital and necessary.

Alaina Luxmoore from the foundation expressed enthusiasm over the campaign's reception, saying, "Millions have seen it, and its humor is key to its success." With this recognition at Cannes Lions, the New Zealand Herpes Foundation continues its fight against stigma, breaking down barriers and promoting acceptance for those living with herpes in a unique and memorable way.