New Zealand's Herpes Campaign Claims Grand Prix at Cannes Lions

In an audacious attempt to shift national perception, the New Zealand Herpes Foundation launched a comedy-infused campaign last October titled, "To fix our national pride, the solution is obvious: herpes." This unconventional approach proved fruitful as the campaign was recently awarded the Grand Prix for Good at the renowned Cannes Lions awards, which celebrate groundbreaking creativity in the industry.The campaign aimed at destigmatizing herpes through a faux tourism advertisement, featuring former All Blacks coach Sir Graham Henry. In a playful tone, Henry voiced concerns about New Zealand's fading national pride, referencing the "embarrassingly low" number of sheep compared to humans and rising pie prices. "We need something new to be proud of," he declared while boldly writing "HERPES" on a chalkboard, advocating for a fresh narrative around a topic often shrouded in stigma.The humorous approach carried on through additional promotional materials, including a mock "herpes destigmatization course" featuring renowned personalities such as former chief health officer Sir Ashley Bloomfield and boxer Mea Motu. David Ohana, a jury president at Cannes Lions, applauded the campaign for turning a taboo subject into a conversation starter, proving that with creativity, humor, and strategy, significant breakthroughs can occur.Statistically, about one in three sexually active adults in New Zealand has the virus responsible for genital herpes, often experiencing few or no symptoms. Despite this, societal stigma continues to affect those living with the virus, making the Herpes Foundation's mission even more impactful. Alaina Luxmoore of the foundation noted the campaign's success, stating its humor was pivotal in its effectiveness, with millions engaging with the message on various platforms.