The campaign, featuring humor and high-profile personalities, highlights the importance of addressing stigmas associated with the virus and was recognized at Cannes Lions for its innovative approach.
**New Zealand's Audacious Campaign to Destigmatize Herpes Wins Cannes Award**
**New Zealand's Audacious Campaign to Destigmatize Herpes Wins Cannes Award**
A unique promotional effort from the New Zealand Herpes Foundation aims to shift perceptions towards genital herpes, garnering international acclaim.
In an unexpected twist on public health messaging, the New Zealand Herpes Foundation has launched a campaign that playfully positions the nation as the "best place to have herpes." This audacious initiative, which aired last October, recently earned the prestigious Grand Prix for Good at the Cannes Lions awards, an honor recognizing charitable organizations' creative contributions.
The innovative advertisement stars Sir Graham Henry, a celebrated figure in New Zealand rugby, who addresses the challenges the country faces in maintaining its national pride. With tongue-in-cheek commentary, he notes the low sheep-to-human ratio and rising pie prices, declaring, "We need something new to be proud of; something big and brave to put us back on the map." He then boldly writes "HERPES" on a chalkboard, pushing for a culture shift around this topical issue.
The accompanying satirical video incorporates a faux "herpes destigmatisation course," featuring other prominent Kiwis such as former health ministry chief Sir Ashley Bloomfield and boxer Mea Motu. The foundation partnered with advertising agencies Motion Sickness and FINCH, translating what could have been a sensitive subject into an engaging and humorous campaign that resonates with the public.
David Ohana, the communications chief at the United Nations Foundation and a jury president at Cannes Lions, praised the campaign for transforming a taboo topic through humor and creativity. "Forget doom and gloom; there's enough of that already to go around," he remarked.
Statistics from the New Zealand Herpes Foundation reveal that approximately one in three sexually active adults in the country carries the virus responsible for genital herpes, with most individuals exhibiting mild or no symptoms. Despite this prevalence, societal stigma remains high, often stemming from misinformation and cultural awkwardness surrounding discussions of sexual health.
Alaina Luxmoore from the foundation shared in a local broadcast that the campaign has gained significant visibility, suggesting humor played a crucial role in its effectiveness. "The campaign was so funny, I think that's why it worked," she affirmed, underscoring the balance between levity and sensitive public health messaging.
The innovative advertisement stars Sir Graham Henry, a celebrated figure in New Zealand rugby, who addresses the challenges the country faces in maintaining its national pride. With tongue-in-cheek commentary, he notes the low sheep-to-human ratio and rising pie prices, declaring, "We need something new to be proud of; something big and brave to put us back on the map." He then boldly writes "HERPES" on a chalkboard, pushing for a culture shift around this topical issue.
The accompanying satirical video incorporates a faux "herpes destigmatisation course," featuring other prominent Kiwis such as former health ministry chief Sir Ashley Bloomfield and boxer Mea Motu. The foundation partnered with advertising agencies Motion Sickness and FINCH, translating what could have been a sensitive subject into an engaging and humorous campaign that resonates with the public.
David Ohana, the communications chief at the United Nations Foundation and a jury president at Cannes Lions, praised the campaign for transforming a taboo topic through humor and creativity. "Forget doom and gloom; there's enough of that already to go around," he remarked.
Statistics from the New Zealand Herpes Foundation reveal that approximately one in three sexually active adults in the country carries the virus responsible for genital herpes, with most individuals exhibiting mild or no symptoms. Despite this prevalence, societal stigma remains high, often stemming from misinformation and cultural awkwardness surrounding discussions of sexual health.
Alaina Luxmoore from the foundation shared in a local broadcast that the campaign has gained significant visibility, suggesting humor played a crucial role in its effectiveness. "The campaign was so funny, I think that's why it worked," she affirmed, underscoring the balance between levity and sensitive public health messaging.
