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Gold Award
Make New Zealand The Best Place In The World To Have Herpes
The New Zealand Herpes Foundation
New Zealand
2025
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Entrant Company
Motion Sickness
Program
Clio Health 2025
Advertiser Category
Health Awareness & Advocacy
Medium
Creative Strategy
Category
Creative Strategy
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.
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