In a playful twist on national pride, New Zealand's Herpes Foundation launched a campaign last October aimed at destigmatizing genital herpes, earning itself the Grand Prix for Good award at this year's Cannes Lions awards. The campaign featured a faux tourism ad highlighting the country's need for a new source of pride, mocking traditional notions of national identity.
New Zealand's Audacious Herpes Campaign Takes Cannes Award by Storm
New Zealand's Audacious Herpes Campaign Takes Cannes Award by Storm
A groundbreaking campaign from the New Zealand Herpes Foundation has garnered a prestigious prize at the Cannes Lions awards, transforming the stigma surrounding herpes into a humorous tourism initiative.
The campaign starred Sir Graham Henry, the former head coach of the national rugby team, who wittily proclaimed, "It's time for New Zealand to become the best place in the world to have herpes." Through bold, humorous content, the initiative sought to challenge existing stigmas associated with the virus, which affects one in three sexually active adults in New Zealand. The engaging ad, delivered in collaboration with agencies Motion Sickness and FINCH, has resonated widely, with millions reportedly engaging with the humorous message aimed at normalizing discussions around sexual health.
Alaina Luxmoore from the New Zealand Herpes Foundation noted the campaign's success, attributing it to its comedic approach: "The campaign was so funny, I think that's why it worked." The Cannes Lions jury praised the campaign for its innovative strategy, demonstrating that lighter takes on serious topics can lead to impactful social discussions.
Alaina Luxmoore from the New Zealand Herpes Foundation noted the campaign's success, attributing it to its comedic approach: "The campaign was so funny, I think that's why it worked." The Cannes Lions jury praised the campaign for its innovative strategy, demonstrating that lighter takes on serious topics can lead to impactful social discussions.
