“With a little education, we can become the number one nation.”

For those of us who still care about creativity in advertising, it's fun to look at the Cannes Lions Festival—the "other" Cannes—which has celebrated the best in advertising since 1954. And for those who believe advertising can be used to sell ideas we actually need, it’s worth paying attention to the winners of the Lions Health and United Nations Foundation Grand Prix for Good.

Earlier this month, the New Zealand Herpes Foundation (NZHF), in partnership with the creative agency Motion Sickness, won the award with a hilarious campaign titled Make New Zealand the Best Place in the World to Have Herpes. The campaign aimed to dismantle the stigma surrounding herpes simplex virus (HSV), which affects up to 80% of Kiwis by midlife, and to encourage open, informed conversations about the condition.

Featuring well-known figures and distinctive graphic design, the campaign answered common questions and promoted a free online video course supported by a gamified leaderboard. It attracted significant media attention, resulting in over 10,700 hours of educational content viewed and 12.7 million total impressions. Apparently, it worked: 69% of participants reported reduced stigma, 86% felt more comfortable talking about herpes, and 81% felt better equipped to support others.

The success of the campaign demonstrates that humor can be a highly effective tool for educating the public about sensitive or potentially embarrassing topics. Instead of making herpes the punchline, the campaign targeted the stigma itself, making the subject approachable and social, and encouraging open conversation.

VIDEO: THE BEST PLACE IN THE WORLD TO HAVE HERPES | NEW ZEALAND HERPES FOUNDATION

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