The New Zealand Herpes Foundation (NZHF) has launched a groundbreaking ad campaign aimed at destigmatizing herpes and making New Zealand the “best place” to have the condition. The campaign, which won a Grand Prix for Good award at the 2025 Cannes Lions International Festival of Creativity, uses retro visuals and humor to address the shame and depression often associated with herpes.
The campaign features vintage-inspired graphics showcasing New Zealand’s natural landmarks and national celebrities, all wrapped up in a nostalgic travel-themed package. The accompanying website offers a five-part destigmatization course with informative videos about the virus. The campaign’s spokesperson, Sir Graham William Henry, highlights the need to shift the narrative around herpes and reclaim national pride.
According to NZHF statistics, a significant percentage of New Zealanders will have genital herpes by a certain age, reflecting global trends of HSV-1 and genital herpes infections. Despite the prevalence of the virus, NZHF has noted a concerning impact on mental health, with a large number of individuals experiencing depressive or suicidal thoughts after diagnosis.
Former Ministry of Health chief executive Sir Ashley Bloomfield emphasizes the importance of addressing the mental health implications of herpes and calls for making New Zealand the best place in the world to have the condition. The campaign’s goal is to challenge societal perceptions and create a more supportive environment for those living with herpes.
By using humor and a bold approach, the NZHF ad campaign is paving the way for a more open and understanding conversation about herpes. Through education, destigmatization, and a touch of nostalgia, New Zealand is taking a proactive step towards embracing and supporting individuals with herpes.
