Director's Works
New Zealand Herpes Foundation, The Best Place in the World to Have Herpes Alex Roberts
A whip-smart half-New Zealander, Alex Roberts moves at lightning pace, having spent a career bringing the loping humour of brands like Uber Eats, Air New Zealand and 7-11 to life. Deconstruction is its own form of construction, after all.
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.