ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Branded Entertainment for Good
Annual ID
OA25_BEN004S
Background
In New Zealand, humor is often used to address serious or uncomfortable issues. Public service campaigns succeed by using offbeat comedy to open conversations and convey serious messages. Kiwis love a laugh and pride themselves on not taking things too seriously. While herpes stigma is serious, comedy helps make the topic accessible, engage people with educational content, and encourage the message to spread.
The New Zealand Herpes Foundation plays a key role in breaking down the stigma surrounding herpes, promoting understanding, and providing reliable information and support. As a trusted health organization, it works to educate Kiwis about herpes, encouraging open conversations and offering practical tools for managing the condition.
As a small country, New Zealand often feels overlooked globally, so being recognized for anything unique is a source of pride. From John Oliver’s feature on a politician being hit with a dildo to foreigners calling us ‘hobbits,’ we celebrate moments that reflect our quirky identity. Headlines about things that happen ‘only in New Zealand’ resonate with Kiwis, who embrace bold, unconventional ideas. The New Zealand Herpes Foundation leans into this uniquely Kiwi spirit by using humor to tackle stigma and encouraging a positive, relatable approach to sexual health—a goal no other country might pursue in quite the same way.
The New Zealand Herpes Foundation plays a key role in breaking down the stigma surrounding herpes, promoting understanding, and providing reliable information and support. As a trusted health organization, it works to educate Kiwis about herpes, encouraging open conversations and offering practical tools for managing the condition.
As a small country, New Zealand often feels overlooked globally, so being recognized for anything unique is a source of pride. From John Oliver’s feature on a politician being hit with a dildo to foreigners calling us ‘hobbits,’ we celebrate moments that reflect our quirky identity. Headlines about things that happen ‘only in New Zealand’ resonate with Kiwis, who embrace bold, unconventional ideas. The New Zealand Herpes Foundation leans into this uniquely Kiwi spirit by using humor to tackle stigma and encouraging a positive, relatable approach to sexual health—a goal no other country might pursue in quite the same way.
Creative Idea
New Zealanders take pride in being #1, whether it’s the world’s sexiest accent, rugby victories, or a world-class pandemic response. But with recent challenges, national pride was at an all-time low. To unite the country, we positioned eliminating herpes stigma as a way to restore our self-esteem, reclaim international glory, and boost patriotism.
The campaign tapped into nostalgia and humor, using iconic Kiwi imagery and enlisting national hero Sir Graham Henry to champion the cause. The bold message: let’s make New Zealand “The Best Place in the World to Have Herpes.”
We created a Herpes Stigma Index, ranking global stigma levels, and launched the world’s first “Herpes Destigmatisation Course.” By engaging with humorous, educational video content, Kiwis could reduce stigma and earn leaderboard points for New Zealand. Over eight weeks, 10,776 hours of content were viewed, New Zealand proudly became “Officially The Best Place in the World to Have Herpes.”
The campaign tapped into nostalgia and humor, using iconic Kiwi imagery and enlisting national hero Sir Graham Henry to champion the cause. The bold message: let’s make New Zealand “The Best Place in the World to Have Herpes.”
We created a Herpes Stigma Index, ranking global stigma levels, and launched the world’s first “Herpes Destigmatisation Course.” By engaging with humorous, educational video content, Kiwis could reduce stigma and earn leaderboard points for New Zealand. Over eight weeks, 10,776 hours of content were viewed, New Zealand proudly became “Officially The Best Place in the World to Have Herpes.”
Insights & Strategy
Strategy
The campaign targeted New Zealanders aged 18–35 alongside healthcare and education organizations to expand impact. It sought to destigmatize herpes through humor, national pride, and education, leveraging New Zealand’s competitive spirit.
Integration
A Herpes Stigma Index served as a global leaderboard ranking countries by stigma. The campaign’s centerpiece was the “Herpes Destigmatisation Course,” featuring humorous lessons from unexpected public figures. Participants earned points for their country by completing the course and engaging with content, driving leaderboard updates shared across digital, social, and traditional media.
Approach
Patriotic nostalgia and Kiwi icons like rugby legends positioned eliminating herpes stigma as a national achievement. The light-hearted tone reframed herpes as manageable, encouraging open conversations. After 8 weeks, with 10,776 hours of content viewed, New Zealand became “The Best Place in the World to Have Herpes.” Plans now include using the course in schools.
The campaign targeted New Zealanders aged 18–35 alongside healthcare and education organizations to expand impact. It sought to destigmatize herpes through humor, national pride, and education, leveraging New Zealand’s competitive spirit.
Integration
A Herpes Stigma Index served as a global leaderboard ranking countries by stigma. The campaign’s centerpiece was the “Herpes Destigmatisation Course,” featuring humorous lessons from unexpected public figures. Participants earned points for their country by completing the course and engaging with content, driving leaderboard updates shared across digital, social, and traditional media.
Approach
Patriotic nostalgia and Kiwi icons like rugby legends positioned eliminating herpes stigma as a national achievement. The light-hearted tone reframed herpes as manageable, encouraging open conversations. After 8 weeks, with 10,776 hours of content viewed, New Zealand became “The Best Place in the World to Have Herpes.” Plans now include using the course in schools.
Execution
The campaign masterfully brought its concept to life by turning herpes stigma into an engaging, patriotic challenge. The Herpes Stigma Index gamified education, while the Herpes Destigmatisation Course used humor and unexpected public figures to ensure maximum engagement. Digital, social, and earned media amplified the message, with strategic placements in news outlets and influencer content driving viral conversations.
The campaign scaled nationally, achieving 10,776 hours of content viewed and securing global media coverage. Adaptability was key—public figures and media partnerships helped navigate potential backlash, ensuring the message remained engaging, lighthearted, and culturally relevant while driving real impact all for a budget of $80,000NZD.
The campaign scaled nationally, achieving 10,776 hours of content viewed and securing global media coverage. Adaptability was key—public figures and media partnerships helped navigate potential backlash, ensuring the message remained engaging, lighthearted, and culturally relevant while driving real impact all for a budget of $80,000NZD.
Results
The campaign to destigmatize herpes achieved remarkable results, driving nationwide engagement and international recognition. Over 8 weeks over 10,776 hours of destigmatization content vieweed, thats over 1 year of Herpes Eduction watched. New Zealanders rallied behind the campaign, leading the country to claim the #1 spot as “The Best Place in the World to Have Herpes”.
The campaign’s bold, humorous approach resonated widely. Participation spanned online platforms and traditional media, generating headlines locally and abroad. Over 100 news stories generated over 22 million global PR impressions .
The impact was profound: 86% of participants reported feeling comfortable discussing herpes openly, and many described the campaign as life-changing. It not only reshaped public perceptions but also set the stage for long-term change, with plans to introduce the course in New Zealand high school cirucmulumn , cementing its legacy. All on a creative budget of just $80,000 NZD.
Confidential information for the Jury
If there are additional results you wish to disclose to the jury but prefer to keep confidential, please enter them below.
The campaign’s bold, humorous approach resonated widely. Participation spanned online platforms and traditional media, generating headlines locally and abroad. Over 100 news stories generated over 22 million global PR impressions .
The impact was profound: 86% of participants reported feeling comfortable discussing herpes openly, and many described the campaign as life-changing. It not only reshaped public perceptions but also set the stage for long-term change, with plans to introduce the course in New Zealand high school cirucmulumn , cementing its legacy. All on a creative budget of just $80,000 NZD.
Confidential information for the Jury
If there are additional results you wish to disclose to the jury but prefer to keep confidential, please enter them below.
2025 Awards
Total Points: 14
Silver Award
Credits
Agency
Motion Sickness
Design Firm
Ed
PR / Marketing Agency
DigPR
Client / Brand
The New Zealand Herpes Foundation
Production Company
Finch
Music / Sound Production Company
Bigpop Studios
Post Production Company
Atticus
Creative Director
Elliot Schultz
Melina Fiolitakis
Director
Alex Roberts
Editor
Julian Currin
Luka Turjak
Executive Creative Director
Sam Stuchbury
Producer
Duncan Bernard
Strategist
Chelsea Knowles
Chris Ames
Executive Producer
Rebekah 'Bex' Kelly
Head of Strategy
Carl Sarney
Hilary Ngan Kee
Senior Art Director
Hamish Steptoe
2D Animator
Marcin Sulewski
Account Director
Joe Fraei
Account Lead
Alice Oliver
Archive Sourcing
Freddie Von Trott
Sophie Douglas
Artworker
Moana Peterson
Colourist
Pete Richie
Design
Jeremy Ward
Developer
Mike Wojo
Executive Director
Olivia Hall
General Manager
Alex McManus
Head Chef
Leni Ma'ia'i
Head of Production
Joseph McAlpine
Intermediate Creative
Freddy Riddiford
Lead VFX Artist
Stu Bedford
Managing Director/Executive Producer
Corey Esse
Managing Partner
Shaun Fitzgibbon
media
Dom Meehan
Ella Liddell
Shannon O'Connell
Post Producer
Jadon Miller
Production Designer
Joseph Leary
Project Manager
Lucien Jankelson
Research
Tra
Senior Creative
Will Macdonald
Social Content Editor
Jolin Lee
Social Lead
Roxy Allnutt
Sous Chef
Daniel Smith
Trustee
Alaina Luxmoore
Claire Hurst
Katie McCullough
Megan Reynolds
Wardrobe Stylist
Olivia Dobson
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