New Zealand's Bold Campaign Turns Herpes Stigma into a Source of Pride

A campaign by the New Zealand Herpes Foundation aimed at destigmatizing herpes has won the Grand Prix for Good at Cannes Lions, showcasing creative ways to encourage a more open conversation about the virus and its prevalence among Kiwis.

In a stunning pivot from traditional health campaigns, the New Zealand Herpes Foundation has taken center stage at this year’s Cannes Lions, claiming the Grand Prix for Good award with an unconventional initiative designed to minimize the stigma surrounding herpes. Launched last October, the campaign cleverly utilized a faux tourism advertisement to pitch New Zealand as the “best place to have herpes.”

Sir Graham Henry, the esteemed former coach of the national rugby team, plays a pivotal role in the campaign's humorous narrative. In the promotional video, he nostalgically reflects on the nation’s past while lamenting the decline in its sources of pride, illustrating a stark contrast between New Zealand's history and its current shortcomings. “We need something new to be proud of; something big and brave to put us back on the map,” he declares, humorously chalking the word “HERPES” on a board.

The campaign further carried playful elements through a faux "herpes destigmatization course,” featuring prominent figures such as ex-health ministry chief Sir Ashley Bloomfield, and boxer Mea Motu. Designed to create awareness and spark conversations, the initiative is met with an enthusiastic response for its irreverent humor and boldness.

David Ohana, communications chief at the United Nations Foundation and a jury president at Cannes Lions, praised the campaign's fresh approach. "Forget doom and gloom, there's enough of that already to go around—our 2025 awardee took a taboo topic and turned it on its head," he stated, highlighting how effective strategies and humor can transform demographics' engagement with serious health issues.

Statistics indicate that approximately one in three sexually active adults in New Zealand carries the virus causing genital herpes, with most either experiencing mild or no symptoms. The New Zealand Herpes Foundation emphasizes that societal taboos, misinformation, and cultural awkwardness have often left individuals burdened by stigma. Campaign spokesperson Alaina Luxmoore shared that the initiative has gained significant traction, reaching millions and resonating widely due to its comedic angle.

As this campaign demonstrates, creative initiatives can redefine societal narratives around health and well-being, making significant strides toward destigmatizing conditions that affect many. By flipping the conversation on herpes, New Zealand is not only navigating public health issues but is also paving the way for a new level of openness and acceptance.