Herpes stigma affects billions worldwide. New Zealand is no exception, with stigma leading to depressive thoughts in 30% of Kiwis diagnosed. So in late 2024, the New Zealand Herpes
… read moreFoundation launched a campaign with an ambitious goal: to make New Zealand ‘The Best Place in the World to Have Herpes’.*
After months of nationwide effort, New Zealand reached #1 in the global rankings and became ‘Officially the Best Place in the World to Have Herpes.’ This out-of-home campaign proudly announced New Zealand’s new title (the most unlikely tourism slogan ever?) while reinforcing key messages around reducing stigma.
*Pre-campaign research determined existing stigma levels in a range of countries, creating a live global leaderboard. By engaging with the Herpes Destigmatisation Course (a first-of-its-kind educational web series designed to reduce stigma), people could earn points to help their country climb the rankings.
read less...Media: Ella Liddell, Shannon O'Connell, Dom Meehan
Client: The New Zealand Herpes Foundation
Trustees: Claire Hurst, Alaina Luxmoore, Megan Reynolds, Katie McCullough
Executive Director: Olivia Hall
Campaign Sponsors:
Whānau Ora
Sexual Wellbeing Aotearoa
Sexually Transmitted Infections Education Foundation
Media Sponsors:
oOh!
TikTok
VMO
Beacon
VAST
JCD
Shout
Lumo
Giggle
Jolt
GoMedia
Phantom
Hyper
Cartel
Stuff
YouTube
NZME
Trade Me
MediaWorks
Archive Imagery: Auckland Libraries Heritage Collections 1021-2205 (Eric Young Collection)
Web Development - ED
Creative Director - Elliot Schultz
Design - Jeremy Ward
Strategy - Chris Ames
Developer - Mike Wojo
Project Manager - Lucien Jankelson
Research - TRA
Head of Strategy - Carl Sarney
Managing Partner - Shaun Fitzgibbon
Account Lead - Alice Oliver
