Make New Zealand the Best Place in The World to Have Herpes’ is the world’s most unlikely tourism campaign, underpinned by an important health message. Featuring a world first ‘Herpes Destigmatisation Course’, a global ranking system underpinned by live data, and irreverent humour, this campaign took an unusual approach to reducing herpes stigma – framing it as the key to restoring New Zealand’s diminished sense of national pride. Over 8 weeks, New Zealand rallied and climbed the rankings, beating the rest of the world to claim the #1 title – changing attitudes toward herpes in the process.