New Zealand's Bold Ad Campaign Rebrands Herpes as a Source of National Pride

A recent campaign by the New Zealand Herpes Foundation, showcasing herpes in a light-hearted manner, has gained notable acclaim by winning the Grand Prix for Good at the Cannes Lions awards. By humorously framing the infection as a point of national pride, the campaign successfully addresses stigma surrounding the virus.

In a strikingly audacious move, the New Zealand Herpes Foundation has redefined national pride through its latest campaign, which humorously promotes the idea that New Zealand can be the "best place to have herpes." Launched last October, the initiative aimed to alleviate the stigma surrounding the virus, which affects about one in three sexually active adults in the country.

At the heart of the campaign is a faux tourism advertisement video featuring notable personalities, including Sir Graham Henry, a former head coach of the national rugby union team. In the video, Sir Graham reflects on New Zealand’s past achievements while playfully critiquing current cultural and social identifiers, such as the nation's "embarrassingly low" sheep-to-human ratio. His declaration, “It’s time for New Zealand to become the best place in the world to have herpes,” served as the campaign's rallying cry.

The comedic approach resonated well with audiences and jurors alike, culminating in the award for Grand Prix for Good at this year’s Cannes Lions, which celebrates standout efforts from nonprofits. David Ohana, the communications chief at the UN Foundation and one of the jury presidents, praised the campaign's innovative strategy for transforming a serious topic with humor.

Additional elements of this advertisement included a humorous "herpes destigmatisation course," featuring icons like former health ministry chief Sir Ashley Bloomfield and professional boxer Mea Motu. The playful tone throughout the campaign effectively challenged the prevalent stigma about the virus, which often leads to misinformation and discomfort among New Zealanders when discussing sexual health.

Project representatives, including Alaina Luxmoore from the New Zealand Herpes Foundation, highlighted the widespread reach and impact of the campaign, suggesting that its comedic value played a significant role in its success. The campaign not only garnered millions of views but also initiated an important dialogue regarding normalizing discussions around herpes, allowing those living with the virus to feel more accepted in society.