Seen+Noted: NZHF challenges NZ to become the best place in the world to have herpes in new behaviour-change campaign via Motion Sickness

New Zealand’s national pride may be waning—but the solution is obvious: herpes. The New Zealand Herpes Foundation (NZHF) has teamed up with Motion Sickness, FINCH, ED.l, DigPR, and TRA to launch an ambitious behaviour-change campaign, aiming to achieve a historic milestone for Aotearoa.

Launching on Global Herpes Awareness Day, the campaign targets the virus’s worst symptom: social stigma. Pop culture, misinformation, and New Zealanders’ discomfort with discussing sex have all contributed to the significant stigmatisation of people living normal lives with the herpes virus.

Though up to 80% of Kiwis contract oral or genital herpes at some point in their lives, new research from TRA reveals New Zealand has one of the highest rates of herpes stigma worldwide, leaving thousands struggling with shame and isolation from this infamous but largely benign virus. According to the NZHF, 30% of those diagnosed with herpes in New Zealand experience depressive or suicidal thoughts.

In an effort to educate the entire nation and dismantle the stigma, the campaign features local famous people 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.

Says Claire Hurst NZRN, QSM, founding trustee for NZHF and current helpline counsellor: “In many cases the social stigma is much more damaging than the virus. We have fielded thousands of calls to our support helpline, with many people having received a diagnosis in deep distress. However the reason for this psychological impact is sometimes not the medical symptoms -it’s the stigma. We have tried to land a stigma breaking campaign for over 20 years and have never managed to crack it.  We are simply floored by this campaign and couldn’t be happier with how it has navigated this challenging topic and made it approachable, kiwi and fun. Thank you to Motion Sickness and the wider team, let’s claim the title.”

In order to quantify being ‘the best place in the world,’ independent insights agency TRA conducted a pre-campaign omnibus survey across 10 OECD countries. The sample in each country is nationally representative of the population aged 18 and over, based on age, gender and region. In the survey, people responded to a question about their views on the Herpes Virus, which provided the baseline for the Herpes Stigma Index that ranked the countries at the start of this campaign.

The results showed that Spain started in 1st place with the lowest national Herpes Stigma. New Zealand had the second-highest rate of fear of stigmatisation, placing New Zealand 9th in the world.

In addition to the destigmatisation video course, the website also features the Herpes Stigma Index leaderboard that serves to motivate participation in the video course by adding a competitive element with live updates derived from web data. By watching the video course content and engaging with content online, users can reduce their own stigma and help their country gain points to climb the leaderboard.

As noted on the campaign website, ‘With a little education, we can become the number one nation.’ Since the campaign launched, Kiwis have already helped New Zealand climb to 8th place, but there’s still some way to go to claim the number one title.

To measure whether the campaign leaderboard reflects a true shift in stigma, TRA will conduct a post-campaign survey across the 10 OECD countries.

Within the first 4 days, the campaign amassed over 5000 lesson views, and over 1.2 million views and 152,897 engagements across social media. Across all channels the campaign has already reached 565,728 unique Kiwis and the current Google trend report for ‘herpes’ has significantly increased following launch.

The full course and live leaderboard and full course can be found at thebestplaceintheworldtohaveherpes.com.

Established in 1994, the New Zealand Herpes Foundation (NZHF) is a registered charity dedicated to supporting people living with the herpes virus by facilitating support networks, promoting education programs, counselling mental health support hotline and advocating for optimal management and reducing societal stigma.

Campaign sponsors:
Whānau Ora
Sexual Wellbeing Aotearoa
Sexually Transmitted Infections Education Foundation

Agency: Motion Sickness
Executive Creative Director: Sam Stuchbury
General Manager: Alex McManus
Head of Strategy: Hilary Ngan Kee
Creative Director: Melina Fiolitakis
Senior Creative: Will Macdonald
Intermediate Creative:  Freddy Riddiford
Social Content Editor : Jolin Lee
Social Lead : Roxy Allnutt
Head of Production: Joseph McAlpine
Senior Designer: Hamish Steptoe
Artworker: Moana Peterson
Strategy: Chelsea Knowles
Account Director: Joe Fraei
Media: Ella Liddell, Shannon O’Connell, Dom Meehan
Archive Sourcing & Radio Concepts – Sophie Douglas, Freddie von Trott

Production – FINCH
Director – Alex Roberts
Managing Director/Executive Producer – Corey Esse
Executive Producer – Rebekah ‘Bex’ Kelly
Producer – Duncan Bernard
DOP – Marty Williams
Production Designer – Joseph Leary
Wardrobe Stylist – Olivia Dobson

Post House – Atticus
Post Producer – Jadon Miller
Editor – Luka Turjak
Editor – Julian Currin
Colourist – Pete Ritchie
Lead VFX artist – Stu Bedford
Sound – Big Pop Studios
DOP (Ashley Bloomfield video): Devan Narsai
2D Animator: Marcin Sulewski

Web Development – ED
Creative Director – Elliot Schultz
Design – Jeremy Ward
Strategy – Chris Ames
Developer – Mike Wojo
Project Manager – Lucien Jankelson

Research – TRA
Head of Strategy – Carl Sarney
Managing Partner – Shaun Fitzgibbon
Account Lead – Alice Oliver

PR – DigPR
Leni Ma’ia’i
Daniel Smith

Thanks to the media sponsors:
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