New Zealand Herpes Foundation's Groundbreaking Campaign Wins Prestigious Cannes Lions Grand Prix For Good
The campaign, developed in partnership with Motion Sickness (Auckland) and FINCH (Sydney), represents a paradigm shift in public health communications, demonstrating how bold creative strategies can effectively address sensitive health topics.
The New Zealand Herpes Foundation (NZHF) is proud to announce that its pioneering 'Make New Zealand the Best Place in the World to Have Herpes' campaign has been awarded the Lions Health and United Nations Foundation Grand Prix for Good at the 2025 Cannes Lions International Festival of Creativity – one of the most prestigious awards in global advertising and creative excellence.
The campaign, developed in partnership with Motion Sickness (Auckland) and FINCH (Sydney), represents a paradigm shift in public health communications, demonstrating how bold creative strategies can effectively address sensitive health topics and drive measurable behaviour change within healthcare communities and the broader public.
Launched in October 2024 on Global Herpes Awareness Day, the campaign successfully challenged decades of entrenched stigma surrounding genital herpes – a condition that affects up to 80% of New Zealanders at some point in their lives. Through innovative use of humour, gamification, and celebrity endorsement, the initiative transformed a traditionally taboo medical topic into an accessible national conversation.
The campaign's 'Herpes Destigmatisation Course' featured prominent New Zealand figures including Sir Ashley Bloomfield and Sir Graham Henry delivering evidence-based health education through engaging video content. A Herpes Stigma Index provided real-time global rankings, encouraging community participation and measuring progress against international benchmarks.
Within eight weeks, New Zealand rose from ninth to first place on the global stigma index. The campaign generated exceptional engagement metrics including:
Over 10,700 hours of educational content consumed
12.7 million impressions across social channels
69% of participants reported reduced stigma attitudes
86% felt more comfortable discussing herpes openly
81% expressed motivation to support others with HSV
The campaign's success underscores the critical importance of addressing the substantial gap between medical reality and public perception of HSV. While most people (~80%) will host a Herpes Simplex Virus during their lifetime, only approximately 20% will experience recognisable symptoms. The majority remain undiagnosed because most people who host herpes simplex don't experience symptoms ( ie are asymptomatic ) creating ongoing challenges for clinical management and patient counselling.
'This campaign demonstrates the transformative power of exceptional creative communications in achieving public health outcomes that traditional medical education approaches have struggled to deliver,' said NZHF Trustee Alaina Luxmoore. 'We're immensely proud that our bold approach to destigmatising herpes has resonated not only in New Zealand but globally. The message we're conveying is simple – herpes is a common, manageable virus that doesn't define a person's worth or relationships.
'Winning the Cannes Lions Grand Prix for Good validates our belief that innovative communications can break down barriers that have prevented effective clinical care and patient wellbeing for decades. However, this recognition is just the beginning. While we're officially the best place in the world to have herpes, maintaining this title requires constant education, ongoing destigmatisation efforts, and continued advancement in clinical training on best-practice herpes management and treatment guidelines. We're committed to building on this momentum to ensure healthcare providers and patients alike have access to evidence-based, stigma-free herpes care.'
The campaign's international acclaim extends beyond Cannes Lions, with awards from AdFest 2025 (Gold Lotus – Entertainment), Clio Health 2025 (multiple Gold and Silver awards), D&AD (Wood Pencils), and The One Show (Bronze – Health & Wellness). This recognition highlights the campaign's effectiveness as a model for addressing sensitive health topics through creative communications.
David Ohana, Chief Communications & Marketing Officer at the United Nations Foundation and Cannes Lions jury president, praised the campaign: 'This year's Lions Health Grand Prix for Good unabashedly uses humour to tackle a challenging subject and stigmatisation. 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.'
The campaign's success provides valuable insights for healthcare professionals addressing HSV in clinical practice. By normalising conversations about herpes and emphasising that HSV-1 and HSV-2 are essentially the same virus managed through identical clinical approaches, the initiative supports more effective patient counselling and care delivery.
For healthcare providers, the campaign reinforces that societal conditioning around herpes requires recalibration. HSV-1 causes approximately 50% of genital herpes cases, often through oral-to-genital contact, yet remains socially acceptable when presenting as oral cold sores while carrying significant stigma in genital presentations.
The Foundation's ongoing work will focus on supporting clinical education initiatives, advancing diagnostic understanding, and promoting evidence-based treatment guidelines. With no definitive diagnostic test available for asymptomatic individuals, the campaign's emphasis on reducing stigma becomes even more critical for effective public health management.
The New Zealand Herpes Foundation is dedicated to providing accurate information, support, and advocacy for individuals affected by Herpes Simplex Virus. Through evidence-based education and innovative communications strategies, NZHF works to eliminate stigma and improve health outcomes for all New Zealanders. This includes running a herpes helpline managed by nurse counsellors. The helpline can be reached on 0508 11 12 13 from a landline or 09 433 6526 from a mobile. For more information on the helpline and NZHF's other services visit: herpes.org.nz.
The 'Make New Zealand the Best Place in the World to Have Herpes' campaign was supported by Sexually Transmitted Infections Education Foundation, Whānau Ora and Sexual Wellbeing Aotearoa.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Scoop
2 hours ago
- Scoop
Orewa Local Gets #GutsyForGutCancer Running 161km In Under 24 Hours
Orewa local Neville Modlin inspired his community this past weekend running 161.8km in 23 hours and 55 minutes to pay tribute to his father who recently passed away from pancreatic cancer. In late November 2024 when Neville Modlin's father casually mentioned he was feeling 'a little under the weather' their family had no idea that his funeral would be held on New Years Eve that same year. Neville's father passed away only 6 weeks later after a short and intense journey with pancreatic cancer which is becoming one of New Zealand's deadliest cancers with 88% of Kiwis passing away within 5 years of diagnosis. Neville says 'the speed that everything progressed for my dad was totally unexpected.' Within 10 days they were planning the estate, after 15 he became an expert in cancer medication and in 30 he was organising fulltime care and planning a funeral. Not to mention supporting his mum throughout the process who was navigating losing her life partner of over 60 years. Neville channelled his grief into action, taking on his biggest personal challenge in part of The Gut Cancer Foundation's #GutsyForGutCancer raising critical funds and awareness for Kiwis battling gut cancer. 'What began as a personal challenge became a public journey. I never expected the magnitude of what unfolded, besides the first 4km I was never alone' Neville says. Even at 3am he had local runners coming out to show their support and run alongside him, some whom he had never met before. Neville and his family have been blown away by the communities support both on the day and in the fundraising campaign as they've now surpassed their initial fundraising goal by almost 6 times! Like many New Zealanders Neville didn't know much about gut cancers when his father was diagnosed, 'because he went downhill so fast there was little support – We were figuring it out one day at a time.' Liam Willis, Executive Officer of The Gut Cancer Foundation (GCF) highlights that gut cancer is the most common form of cancer in New Zealand with over 6,100 Kiwis diagnosed every year. 'They have some of the worst survival rates of any cancers;' 8 Kiwis die from gut cancer every day. The GCF funds innovative research, addresses barriers to treatment and is particularly focused on improving experiences similar to Neville's by establishing a comprehensive pipeline to support Kiwis with access to vital resources throughout the cancer journey for patients and whanau. Liam shares the GCF has created an online hub of resources that is a comprehensive source of information for anyone diagnosed with a gut cancer, adding 'our team are on hand to answer questions they or their whanau may have.' 'We are committed to developing this service to ensure we meet the need of our community and no one has to face a gut cancer diagnosis alone." The generosity of the GCF supporters and donations help gives New Zealanders access to international clinical trials and allows the foundation to continue to be the voice for our communities. 'By raising awareness of signs, symptoms and specific risk factors we hope to see these cancers detected earlier, increasing the chances of patients surviving their diagnosis.' says Liam.
Scoop
5 hours ago
- Scoop
Two In Five Kiwi Men Die Prematurely, New Movember Report Reveals
Press Release – Movember The report finds men are dying almost 4 years earlier than women, with heart disease, certain cancers and suicide leading the toll. Suicide is the number one cause of death for young men aged 1534, and three in every four New Zealanders who die by suicide are male. 12 August 2025 – Two in five men living in Aotearoa New Zealand die prematurely – before the age of 75 – most from causes we know how to prevent and treat. That's the stark reality revealed in The Real Face of Men's Health: Aotearoa New Zealand, a landmark new report from the Movember Institute of Men's Health. It's the most comprehensive look at men's health in New Zealand to date – and it makes the issue impossible to ignore. The report finds men are dying almost 4 years earlier than women, with heart disease, certain cancers and suicide leading the toll. Suicide is the number one cause of death for young men aged 15–34, and three in every four New Zealanders who die by suicide are male. Among young tāne Māori aged 25–44, the suicide rate soars to nearly 60 deaths per 100,000 – the highest of any group in the country. 'These aren't just statistics – they're sons, fathers, brothers, and mates. And their deaths send shockwaves through whānau, workplaces and communities,' says report contributor Dr Simon Bennett (Ngāti Whakaue, Patu Harakeke, Ngāti Waewae), Director of Clinical Psychology Training at Massey University and member of Movember's Global Indigenous Advisory Committee. 'Too often, men are falling through the cracks, missing out on the critical support they need, when and where they need it most – and it has gone on for too long.' The research exposes major barriers stopping men from getting care – from masculine stereotypes and the expectation to 'tough it out', to health systems that too often feel unwelcoming or dismissive. Six in ten men say their concerns aren't taken seriously by healthcare providers, while nearly two-thirds feel masculine stereotypes have negatively influenced their health. 'If we addressed just the top five preventable diseases in men, New Zealand could have saved $917 million in 2023 alone,' says Professor Simon Rice, Global Director of the Movember Institute of Men's Health. 'The solutions exist. Now is the time for national action.' Movember is calling on the New Zealand Government to develop a Men's Health Strategy – grounded in equity and partnership with Māori – to deliver coordinated action across policy, services and systems. Because when men live longer, healthier lives — everyone benefits. 'This is a critical opportunity to change the trajectory of men's health in Aotearoa,' says Professor Rice. 'Healthier men mean healthier families, stronger communities and a stronger country.' New Zealanders can read the full report, which details the premature mortality of Kiwi men, the economic cost of poor men's health, the impact whānau and caregivers, and what's proven to work – and join the conversation at About Movember Movember is the leading global charity changing the face of men's health. What began as a bristly idea in Australia in 2003 quickly grew into a global movement – one that has sparked millions of important conversations, raised over AUD $1.83 billion for men's health, funded more than 1,300 health projects, and helped break the silence surrounding men's health issues. From breakthrough prostate and testicular cancer research to bold investments in mental health and suicide prevention, Movember is transforming how health services reach and support men. The charity works to ensure more men recognise when they're struggling, more supporters know how to step in, and health systems are better equipped to respond to men in need. Movember champions inclusive, gender-responsive healthcare — improving health outcomes not just for men, but for the families and communities they're part of. Together, we can help men live healthier, longer lives.
Scoop
7 hours ago
- Scoop
Orewa Local Gets #GutsyForGutCancer Running 161km In Under 24 Hours
Press Release – Gut Cancer Foundation What began as a personal challenge became a public journey. I never expected the magnitude of what unfolded, besides the first 4km I was never alone Neville says. Even at 3am he had local runners coming out to show their support and run alongside … Orewa local Neville Modlin inspired his community this past weekend running 161.8km in 23 hours and 55 minutes to pay tribute to his father who recently passed away from pancreatic cancer. In late November 2024 when Neville Modlin's father casually mentioned he was feeling 'a little under the weather' their family had no idea that his funeral would be held on New Years Eve that same year. Neville's father passed away only 6 weeks later after a short and intense journey with pancreatic cancer which is becoming one of New Zealand's deadliest cancers with 88% of Kiwis passing away within 5 years of diagnosis. Neville says 'the speed that everything progressed for my dad was totally unexpected.' Within 10 days they were planning the estate, after 15 he became an expert in cancer medication and in 30 he was organising fulltime care and planning a funeral. Not to mention supporting his mum throughout the process who was navigating losing her life partner of over 60 years. Neville channelled his grief into action, taking on his biggest personal challenge in part of The Gut Cancer Foundation's #GutsyForGutCancer raising critical funds and awareness for Kiwis battling gut cancer. 'What began as a personal challenge became a public journey. I never expected the magnitude of what unfolded, besides the first 4km I was never alone' Neville says. Even at 3am he had local runners coming out to show their support and run alongside him, some whom he had never met before. Neville and his family have been blown away by the communities support both on the day and in the fundraising campaign as they've now surpassed their initial fundraising goal by almost 6 times! Like many New Zealanders Neville didn't know much about gut cancers when his father was diagnosed, 'because he went downhill so fast there was little support – We were figuring it out one day at a time.' Liam Willis, Executive Officer of The Gut Cancer Foundation (GCF) highlights that gut cancer is the most common form of cancer in New Zealand with over 6,100 Kiwis diagnosed every year. 'They have some of the worst survival rates of any cancers;' 8 Kiwis die from gut cancer every day. The GCF funds innovative research, addresses barriers to treatment and is particularly focused on improving experiences similar to Neville's by establishing a comprehensive pipeline to support Kiwis with access to vital resources throughout the cancer journey for patients and whanau. Liam shares the GCF has created an online hub of resources that is a comprehensive source of information for anyone diagnosed with a gut cancer, adding 'our team are on hand to answer questions they or their whanau may have.' 'We are committed to developing this service to ensure we meet the need of our community and no one has to face a gut cancer diagnosis alone.' The generosity of the GCF supporters and donations help gives New Zealanders access to international clinical trials and allows the foundation to continue to be the voice for our communities. 'By raising awareness of signs, symptoms and specific risk factors we hope to see these cancers detected earlier, increasing the chances of patients surviving their diagnosis.' says Liam.
