New Zealand's Bold Campaign Wins Cannes Lion for Destigmatizing Herpes

The New Zealand Herpes Foundation's campaign, featuring a faux tourism video starring Sir Graham Henry, has garnered the Grand Prix for Good at Cannes Lions for its innovative approach in destigmatizing herpes and promoting awareness.

In an unprecedented move, the New Zealand Herpes Foundation launched a tongue-in-cheek campaign last October to position the country as the "best place" for those living with herpes. The audacious campaign has proven fruitful by winning the prestigious Grand Prix for Good at this year's Cannes Lions awards, an honor that highlights exceptional work by non-profit organizations.

The campaign was delivered through a faux tourism advertisement video featuring the beloved former head coach of the national rugby union team, Sir Graham Henry. In a light-hearted manner, Henry addressed the nation’s waning sources of pride, critiquing an “embarrassingly low” sheep-to-human ratio and rising pies prices. He humorously declared, “It’s time for New Zealand to become the best place in the world to have herpes” while rewriting the country’s identity on a chalkboard.

Along with Henry, the campaign showcased other notable figures like former health ministry chief Sir Ashley Bloomfield and professional boxer Mea Motu in a mock "herpes destigmatisation course." The irreverent tone resonated well with the audience and was instrumental in overcoming the stigma related to the virus.

David Ohana, communications chief at the United Nations Foundation and jury president at this year’s Cannes Lions, praised the campaign. He remarked that the creators tackled a taboo topic head-on with humor and bold strategy, allowing audiences to view something serious in a new light.

According to the New Zealand Herpes Foundation, approximately one in three sexually active adults in the country carry the virus responsible for genital herpes. Despite most individuals experiencing mild or no symptoms, the social stigma surrounding the infection remains prevalent, fueled by misinformation and discomfort about discussing sexual health.

Alaina Luxmoore from the foundation shared on local TV that the campaign was viewed by millions and cut through the noise, attributing its success to its humorous approach. "The campaign was so funny, I think that's why it worked," she said, emphasizing its unique position in addressing a sensitive topic with levity.