Destigmatizing Herpes: New Zealand’s Bold Campaign for Change

In an unprecedented move to tackle one of the most pervasive social stigmas in the realm of sexual health, New Zealand has launched a groundbreaking campaign aimed at changing the national conversation around herpes. The initiative, spearheaded by the New Zealand Herpes Foundation (NZHF) and creatively directed by the agency Motion Sickness, seeks to transform New Zealand into ‘the best place in the world to have herpes.’ This ambitious endeavor was strategically launched on Global Herpes Awareness Day, a date that underscores the global relevance and urgency of the issue. The campaign addresses the deeply entrenched stigma surrounding herpes, which has been perpetuated by pop culture, misinformation, and a general discomfort with discussing sexual health in New Zealand society. Despite the fact that up to 80% of New Zealanders will contract either oral or genital herpes at some point in their lives, the country is plagued by one of the highest rates of herpes stigma worldwide. This stigma not only affects those diagnosed with the virus but also has broader implications for public health and societal attitudes towards sexual health.

The campaign’s multifaceted approach includes the participation of prominent Kiwi celebrities such as Sir Ashley Bloomfield, Sir Graham Henry, and Sir Buck Shelford, who lend their voices and influence to the cause. These figures, along with other well-known personalities like Mea Motu, Angella Dravid, and Anne Batley-Burton, are featured in a series of educational videos that form part of the ‘Herpes Destigmatisation Course.’ This course is designed to educate the public about herpes, demystifying the virus and addressing common misconceptions. By utilizing humor and relatability, the campaign aims to engage audiences and encourage open discussions about herpes, thus reducing the stigma associated with it. The involvement of such high-profile figures not only lends credibility to the campaign but also helps to normalize conversations around herpes, making it a less taboo topic in the public domain.

The psychological impact of herpes stigma cannot be overstated. Research indicates that the stigma associated with herpes can be more damaging than the virus itself, leading to feelings of shame, isolation, and even mental health issues such as depression and suicidal thoughts. A survey conducted prior to the campaign revealed that New Zealand ranked ninth among ten OECD countries in terms of fear of stigmatization related to herpes. This highlights the pressing need for initiatives that address these negative perceptions and provide support for those affected. The NZHF has long recognized this need, having attempted to launch a stigma-breaking campaign for over two decades. The current campaign represents a significant milestone in their efforts to foster a more understanding and accepting society.

One of the innovative features of the campaign is the ‘Herpes Stigma Index Leaderboard,’ which tracks the number of people participating in the video course and engaging with the campaign’s content. This leaderboard serves as both a motivational tool and a measure of the campaign’s impact, encouraging New Zealanders to actively participate and help their country climb the ranks in terms of reducing herpes stigma. Within just four days of the campaign’s launch, it had already garnered over 5,000 lesson views and reached more than 1.2 million views and engagements on social media. This impressive reach demonstrates the campaign’s potential to effect real change in public perceptions and attitudes towards herpes.

The campaign’s success is further evidenced by the significant increase in Google searches for ‘herpes’ following its launch. This uptick in interest suggests that the campaign is successfully raising awareness and prompting individuals to seek out more information about the virus. The campaign’s website, thebestplaceintheworldtohaveherpes.com, serves as a central hub for educational resources and the live leaderboard, providing visitors with easy access to information and encouraging them to engage with the content. By creating a space where people can learn about herpes in a non-judgmental and supportive environment, the campaign aims to empower individuals with knowledge and reduce the stigma associated with the virus.

While the campaign’s primary focus is on reducing stigma, it also emphasizes the importance of proper management and treatment of herpes. The NZHF, established in 1994, has long been dedicated to supporting people living with herpes through education programs, counseling, and mental health support. The involvement of the pharmacy industry in the campaign highlights the role that pharmacists can play in providing treatment and support for those with herpes. By making treatment more accessible and promoting open discussions about sexual health, pharmacies can help to further destigmatize herpes and create a more supportive environment for those affected.

The campaign’s educational approach is complemented by its use of humor and relatability, which are key components in engaging audiences and breaking down barriers. The involvement of comedians and other relatable figures helps to make the content more accessible and less intimidating, encouraging people to engage with the material and reflect on their own attitudes towards herpes. This approach is particularly important in a society where discussions about sexual health are often fraught with discomfort and embarrassment. By presenting information in a lighthearted and approachable manner, the campaign aims to make conversations about herpes more commonplace and less stigmatized.

The campaign’s early success is a testament to the power of collaboration and creative thinking in addressing complex social issues. The partnership between the NZHF, Motion Sickness, and various media sponsors and partners has resulted in a campaign that is not only impactful but also sustainable. The use of digital platforms and social media ensures that the campaign can reach a wide audience and continue to engage people long after its initial launch. This sustained engagement is crucial for effecting lasting change in public perceptions and attitudes towards herpes.

As the campaign progresses, it will be evaluated through a post-campaign survey to measure any shifts in stigma across the ten OECD countries included in the pre-campaign survey. This evaluation will provide valuable insights into the campaign’s effectiveness and inform future efforts to reduce herpes stigma. The NZHF and its partners are hopeful that the campaign will serve as a model for other countries looking to address similar issues and promote healthier discussions around sexual health.

In conclusion, the ‘Herpes Destigmatisation Campaign’ represents a bold and innovative effort to change the way New Zealanders perceive and talk about herpes. By addressing the stigma head-on and providing education and support, the campaign aims to create a more understanding and accepting society. The involvement of high-profile figures, the use of humor and relatability, and the integration of digital platforms all contribute to the campaign’s potential for success. As New Zealand continues its journey to become ‘the best place in the world to have herpes,’ the lessons learned from this campaign will undoubtedly inform future efforts to address stigma and promote sexual health worldwide.

Ultimately, the campaign’s success will be measured not only by its immediate impact but also by its ability to inspire lasting change in societal attitudes towards herpes. By fostering open and honest discussions about sexual health, the campaign aims to empower individuals with knowledge and reduce the stigma that has long surrounded herpes. As more people engage with the campaign and share their experiences, the hope is that New Zealand will become a leader in destigmatizing herpes and promoting a more inclusive and supportive environment for all.