New Zealand Herpes Foundation

Insight

30% of people diagnosed with herpes in New Zealand experience depressive thoughts, yet not enough is being done to reduce the stigma and ease their mental burden.

Idea

Make New Zealand the best place in the world to have herpes through an educational series that breaks down the stigma.

Execution

The campaign launched with a playful content series featuring well-known Kiwis, followed by a global sentiment leaderboard that ranked countries until New Zealand came out on top.

Notes

I love the idea of creating a their own leaderboard based on their own chosen KPIs, which they then just so happened to win. Despite this, really nice fun way to tackle the problem. Too much serious and depressing healthcare work in the world.