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Outdoor
New Zealand Herpes Foundation: New Zealand: Officially the Best Place in the World to Have Herpes
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 Foundation 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.
Media: Ella Liddell, Shannon O'Connell, Dom Meehan RelatedWEB FILM
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