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SUB CATEGORY :
FICTION & NON-FICTION FILM: UP TO 5 MINUTES
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ENTRANT COMPANY :
FINCH, SYDNEY
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TITLE :
THE BEST PLACE IN THE WORLD TO HAVE HERPES
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BRAND :
NEW ZEALAND HERPES FOUNDATION
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ADVERTISER :
NEW ZEALAND HERPES FOUNDATION
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AGENCY :
MOTION SICKNESS, AUCKLAND
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EXECUTIVE CREATIVE DIRECTOR :
SAM STUCHBURY
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CREATIVE DIRECTOR :
MEL FIOLITAKIS
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SENIOR CREATIVE :
WILL MACDONALD
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PHOTOGRAPHER TVC :
JORDAN STENT
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HEAD OF PRODUCTION :
JOSEPH MCALPINE
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ACCOUNT MANAGER :
JOE FRAEI
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FILM PRODUCTION COMPANY :
FINCH, SYDNEY
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MANAGING DIRECTOR :
COREY ESSE
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DIRECTOR :
ALEX ROBERTS/SAM STUCHBURY (EPISODE 01)
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DIRECTOR OF PHOTOGRAPHY :
MARTY WILLIAMS
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EXECUTIVE PRODUCER :
REBEKAH ‘BEX’ KELLY
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FILM PRODUCER :
DUNCAN BERNARD
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PRODUCTION DESIGNER :
JOSEPH LEARY
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GRADING :
PETE RITCHIE
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STYLIST :
OLIVIA DOBSON
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WARDROBE :
OLIVIA DOBSON
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POST-PRODUCTION COMPANY :
ATTICUS, SYDNEY
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EDITOR :
LUKA TURJAK
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COLORIST :
PETE RITCHIE
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SPECIAL EFFECTS :
STU BEDFORD
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POST PRODUCER :
JADON MILLER
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SOUND PRODUCTION COMPANY :
BIG POP STUDIOS, AUCKLAND
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CAMPAIGN SUMMARY :
Herpes affects billions of people worldwide, and so does the stigma. One in three Kiwis have the virus that leads to genital herpes and up to 80 percent of New Zealanders will get genital or oral herpes at some stage in their lives. To mark Global Herpes Awareness Day on 13 October, the New Zealand Herpes Foundation wanted to launch a campaign to destigmatise the virus.
The world’s first ‘herpes destigmatisation campaign’ aims to lower the stigma surrounding the virus and raise New Zealand’s national pride at the same time. In an effort to educate the entire nation and dismantle the stigma, the campaign features local legends including Sir Ashley Bloomfield, Sir Graham Henry, Sir Buck Shelford, Angella Dravid, and Mea Motu as celebrity presenters in the 'Herpes Destigmatisation Course’—a series of lessons that condense multiple educational resources—often left unread—into accessible, approachable and comedic content.
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CREATIVITY/IDEA/INSIGHT :
New Zealanders take pride in being #1, whether it’s the world’s sexiest accent, rugby victories, or a world-class pandemic response. But with recent challenges, national pride was at an all-time low. To unite the country, we positioned eliminating herpes stigma as a way to restore our self-esteem, reclaim international glory, and boost patriotism.
The campaign tapped into nostalgia and humour, using iconic Kiwi imagery and enlisting national hero Sir Graham Henry to champion the cause. The bold message: let’s make New Zealand “The Best Place in the World to Have Herpes.
We created and launched the world’s first “Herpes Destigmatisation Course.” By watching and engaging with humorous, educational content, Kiwis could reduce stigma and earn leaderboard points for New Zealand. Over eight weeks, 10,776 hours of content were viewed, and New Zealand proudly became “Officially The Best Place in the World to Have Herpes.
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STRATEGY :
The campaign targeted New Zealanders aged 18–35 alongside healthcare and education organisations to expand impact. It sought to destigmatize herpes through humour, national pride, and education, leveraging New Zealand’s competitive spirit.
The campaign’s centrepiece was the “Herpes Destigmatisation Course,” featuring humorous lessons from unexpected public figures. Participants earned points for their country by completing the course and engaging with content, driving leaderboard updates shared across digital, social, and traditional media.
Patriotic nostalgia and Kiwi icons like rugby legends positioned eliminating herpes stigma as a national achievement. The light-hearted tone reframed herpes as manageable, encouraging open conversations. After 8 weeks, with 10,776 hours of content viewed, New Zealand became “The Best Place in the World to Have Herpes.” Plans now include using the course in schools.
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EXECUTION :
The campaign positioned eliminating herpes stigma as a way to restore national pride. Using nostalgic imagery of iconic New Zealand scenes and enlisting Sir Graham Henry, a beloved national figure, it sparked patriotism and reframed the issue in a relatable, light-hearted way.
The 8-week campaign featured the Herpes Stigma Index, a global leaderboard ranking countries by stigma. Pre-launch research informed the index, while the “Herpes Destigmatisation Course” provided engaging, humorous lessons led by unexpected public figures.
The campaign leveraged digital platforms, including a dedicated website and social media channels, alongside traditional media. Regular leaderboard updates ensured high engagement and visibility.
The campaign united New Zealanders, driving participation through humour and competition. Over 10,776 hours of educational content were viewed, earning New Zealand the title of “Officially The Best Place in the World to Have Herpes.” The course will now be used in schools, extending its impact.
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RESULT :
The campaign to destigmatize herpes achieved remarkable results, driving nationwide engagement and international recognition. Over 8 weeks over 10,776 hours of destigmatization content viewed, that's over 1 year of Herpes Education watched. New Zealanders rallied behind the campaign, leading the country to claim the #1 spot as “The Best Place in the World to Have Herpes”.
The campaign’s bold, humorous approach resonated widely. Participation spanned online platforms and traditional media, generating headlines locally and abroad. Over 100 news stories generated over 22 million global PR impressions.
The impact was profound: 86% of participants reported feeling comfortable discussing herpes openly, and many described the campaign as life-changing. It not only reshaped public perceptions but also set the stage for long-term change, with plans to introduce the course in New Zealand high school curriculum, cementing its legacy. All on a creative budget of just $80,000 NZD.
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