“Fix our national pride, the solution is obvious: herpes.”
It was the toast of the charity New Zealand Herpes Foundation last October, when launched a campaign to make the country “The best place” to have an infection.
This campaign is the success of roar, won a top prize at this year’s CANNES Lions Award, which recognizes excellence in the creative industry.
The campaign aimed at destigmatizes herpes via video in tourism tourism, awarded a Grand Pricom for a good – category that strives to highlight the work of non-profit organizations and charities.
The video was starred by Sir Graham Henry, former main coach of the National Team Rugby Union.
It went through the success of New Zealand and regretted its reduced sources of national pride – such as a “shameful low” ratio of sheep and human father and asks who “push seven dollars”.
“We need something new to pride out; something big and boldly return us to the map,” said Mr. Henry while hiding the word “herpes” – in all drops – on the chalk panel.
“It’s time for New Zealand to become the best place in the world to have herpes.”
Another old school was followed as “Herpes Destigmatization course, which contains other national icons such as the former head of the Ministry of Health Sir Ashley Bloomfield and professional Boxer Mea Motu.
Exceptional humor that passes through the campaign – developed with disease and Finch initiating agencies – hit the chord of the audience.
“Forget the failure and darkness, it’s enough that it’s already around,” David Ohana, the United Nations Communication Head, and the president of the jury at this year’s Cannes Lions.
“Our awards for 2025. She took a taboo theme and gave it to the head – showing it with a great strategy, a great, brave, crazy idea … and humor days, that anything possible.”
About three in three sexually active adults in New Zealand has a virus that causes genital herpes, although most have mild or no symptoms and cannot lead ordinary lives, according to New Zealand Herpes Foundation.
“Popular media, misinformation and new zealand’s interpretation speaking of sex – has led to huge stigmatization for those living normal lives with a virus,” says pressing since the campaign was launched last October.
Alain Lukmoore, from New Zealand Herpes Foundation, told the local TV program that millions saw the campaign, which had a “mass crazy”.
“The campaign was so funny, I think it worked,” Lukmore said.
