stigma

Subject

5 articles

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.

Testing a Nation's Hearing With a Mishearing / SPECSAVERS "THE MISHEARD VERSION"

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SPECSAVERS | THE MISHEARD VERSION | 2024

Testing a Nation's Hearing With a Mishearing / SPECSAVERS "THE MISHEARD VERSION"

They had Rick Astley re-record "Never Gonna Give You Up" with the lyrics deliberately swapped for commonly misheard versions, then released it with no explanation at all. It got 20 million plays in 8 hours. At Cannes it won six Lions and two Grand Prix. It was the first time a PR agency had won the PR Lions Grand Prix on its own.

When the fear of losing your job collides with the fear of losing your life / Memorial Sloan Kettering Cancer Center "Working with Cancer"

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MEMORIAL SLOAN KETTERING CANCER CENTER | Working with Cancer | 2023

When the fear of losing your job collides with the fear of losing your life / Memorial Sloan Kettering Cancer Center "Working with Cancer"

We're living in an age where one in two people will be diagnosed with cancer in their lifetime. But what's truly frightening might not be the disease itself—it's being found out at work. The fear of losing your job gets tangled up with the fear of losing your life.

This Is an Ad for a Sperm Bank / NEW ZEALAND AIDS FOUNDATION "Sperm Positive"

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NEW ZEALAND AIDS FOUNDATION | Sperm Positive | 2020

This Is an Ad for a Sperm Bank / NEW ZEALAND AIDS FOUNDATION "Sperm Positive"

A sperm bank for HIV-positive men. What comes to mind when you hear that? On 11/27/2019, just before World AIDS Day, it actually existed in New Zealand.

Chewing gum makes a bad impression? Then let's test it with twins / BELDENT INFINIT "Almost Identical"

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BELDENT INFINIT | Almost Identical | 2014

Chewing gum makes a bad impression? Then let's test it with twins / BELDENT INFINIT "Almost Identical"

For decades, there's been a social stigma: "people who chew gum come across badly." But is that actually true? Let's find out. With twins. At a museum. Have one twin chew gum and the other not, stand them side by side, and you'll see which one actually makes the better impression.