New Zealand's Bold Ad Campaign Declares: It's the Best Place to Have Herpes

In a groundbreaking move, the New Zealand Herpes Foundation launched a campaign last October with a bold message: make New Zealand the "best place" to live with herpes. This unique initiative has paid off, earning the prestigious Grand Prix for Good at this year's Cannes Lions awards, which honor extraordinary accomplishments in the creative field. The campaign is centered around a satirical tourism video that aims to destigmatize herpes.Featuring Sir Graham Henry, former head coach of the national rugby Union team, the video humorously addresses New Zealand's declining sources of national pride. Henry highlights issues like an "embarrassingly low" sheep-to-human ratio and increasingly expensive food, humorously concluding that "it's time for New Zealand to become the best place in the world to have herpes."The campaign further showcases a mock "herpes destigmatisation course" with other prominent figures, such as Sir Ashley Bloomfield and boxer Mea Motu, incorporating irreverent humor throughout. The campaign has resonated well with its audience, according to David Ohana, communications chief at the United Nations Foundation, who praised its audacity and creativity in tackling a taboo subject.Statistics reveal that one in three sexually active adults in New Zealand lives with the virus that causes genital herpes. The foundation stated that popular media and misinformation contribute heavily to the stigma surrounding the condition, restricting discussions about sexual health. Alaina Luxmoore from the New Zealand Herpes Foundation shared that the campaign has reached millions and emphasized its success through humor, stating that "the campaign was so funny, I think that's why it worked."