World Herpes Day 2024

An eclectic group of NZ celebrity royalty have lent their names to the challenge of our age: making Aotearoa the best place in the world to have herpes.

Today is Global Herpes Awareness Day and the New Zealand Herpes Foundation is launching a campaign aimed at healing the worst symptom of the virus – social stigma. 

Sir Ashley Bloomfield, Sir Graham Henry, Sir Buck Shelford, and Mea Motu join other NZ household names in a multi-part ‘Destigmatisation Course’ to address the social impact of herpes. Despite up to 80% of Kiwis contracting oral or genital herpes at some point in their lives, new research finds New Zealand has some of the highest rates of herpes stigma worldwide, with thousands battling shame and isolation because of the infamous but largely benign virus.

Sir Graham Henry brings his no-nonsense nous to tackle herpes stigma head on, pushing New Zealand to lift a new trophy.

“As the former coach of the best team at the best game, I know what it takes to be world champions. We didn’t rally against the French at Eden Park in 2011 to have them beat us now at herpes,” said Sir Henry.

No stranger to battling viruses, Sir Ashley Bloomfield says herpes gets fewer headlines than his former foe but its stigma causes immense harm across the motu.

“In the complex world we navigate today, the stigma around herpes might appear to be a minor issue, but for many, its psychological impact is profound." says Bloomfield.

“30% of all Kiwis diagnosed with the herpes virus experience depressive or suicidal thoughts. This is a problem we can solve, which is pretty rare these days. Let’s make New Zealand the best place in the world to have herpes.”

Herpes is incredibly common. The World Health Organization estimates 3.7 billion people under age 50 (67% of the world population) have the HSV-1/oral Herpes infection globally and an estimated 491 million people aged 15–49 (13%) have genital herpes infection.

In New Zealand, 26.8% of women and 17.3% of men, by age 38, have genital herpes. More than 80% will not have any symptoms, and be able to live ordinary lives.

But popular media, misinformation, and New Zealanders' awkwardness talking about sex – has led to huge stigmatisation for those living normal lives with the virus.

To measure the levels of stigma in a country’s population, researcher TRA surveyed thousands of people across the OECD, forming a Herpes Stigmatisation Index.

It found over ⅓ of Kiwis surveyed thought their friends and community would treat them differently if they knew they had contracted herpes. This was the second highest rate of fear of stigmatisation found in the research, presenting a large mountain to climb for the team of 5 million.

Alaina Luxmoore of the New Zealand Herpes Foundation says the stigma faced by people with Herpes is more detrimental than the virus itself.

“Every day we speak with people dealing with feelings of shame, self-loathing, and social isolation. People who are finding their sex lives and dating lives disrupted. And for what? Not from any physical impact from the infection, but from the shame and stigma that we as a society associate with this diagnosis.” Luxmoore said.

Since contracting herpes herself in her late 30s and discovering she could live an unimpeded life outside of the virus, she has dedicated herself to ensuring others can do the same.

With the weight of a group of the country’s biggest stars, from comedian Angella Dravid, Real Housewives of Auckland’s Champagne Lady Anne Batley-Burton, to world champion boxer Mea Motu, Kiwis will learn far more about herpes, and why it’s not that big of a deal.

For Dame Sue Bagshaw, she hopes that the vision of seeing such famous and lauded New Zealanders talking frankly and openly about herpes will help people realise how common herpes is.

"This is a really important campaign to help all New Zealanders to know that there is no harm in having a cold sore whether it is around the mouth or genitals. We all know that many people have the virus which usually causes no problems. Let's fess up; "we have had an infection caused by the herpes virus – So?", says Dame Bagshaw.

More information on the campaign

Brought to you by The New Zealand Herpes Foundation and proudly supported by Whānau Ora and Sexual Wellbeing Aotearoa.