"We need something new to be proud of, something big and brave to put us back on the map – it's time for New Zealand to become the best place in the world to have herpes, Henry says."
"Our 2025 awardee took a taboo topic and turned it on its head – showing that with a great strategy, a big, bold crazy idea, and humour for days, that anything is possible, said David Ohana, Cannes Lions jury president."
The New Zealand Herpes Foundation launched a bold public health campaign to destigmatize genital herpes, winning a Cannes Lions award. Featuring a humorous retro-style tourism video with Sir Graham Henry, the campaign addresses the stigma surrounding the condition affecting up to 80% of New Zealanders. The initiative includes a Herpes Destigmatisation Course led by notable figures, emphasizing the need for a new national pride. The campaign's innovative approach has been commended for successfully tackling a taboo subject with humor and strategic boldness, making a significant impact on public perception of herpes.
Read at www.theguardian.com
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