THE NEW ZEALAND HERPES FOUNDATION | THE BEST PLACE TO HAVE HERPES | 2025
Why a ridiculous pitch to "restore national pride through herpes" actually moved the world / New Zealand Herpes Foundation "THE BEST PLACE TO HAVE HERPES"
A former All Blacks coach says it with total sincerity: sheep numbers are down, meat pies are pricier, and the only way left to restore the country's pride is to become number one in the world at herpes. By the time this thing picked up two Grand Prix at Cannes Lions, it was official — this story is not sane.
The problem
In New Zealand, one in three adults carries herpes. It's almost harmless, yet the stigma is so strong that three in ten people diagnosed experience depression or suicidal thoughts. The foundation had been fighting that stigma seriously for 20 years, without ever winning.
The insight
There was just one shift in thinking: move the target of the joke from the "person" to the "virus." Never laugh at the diagnosis — only laugh at ignorance and silence. Hold that line, and you can educate people without hurting anyone.
The idea
A former national team head coach writes "HERPES" in big letters on a blackboard, while a former Director-General of Health and a professional boxer take turns playing the role of course instructor. The website even features a country-by-country stigma index leaderboard, designed so that the more videos people watch, the higher their own country climbs.
What happened
In eight weeks, New Zealand rose from 9th place to 1st on the stigma index. At Cannes Lions, the campaign won both the Grand Prix for Good and the Grand Prix for Health.
Afterthought
Never laugh at the diagnosis, only at the ignorance — the integrity of holding that line all the way through is amazing. Erasing shame without piling on more shame. From 9th to 1st, in eight weeks. This is the kind of work I think is the future of advertising.
Awards
- Cannes Lions Grand Prix 2025
