'New Zealand's national pride may be waning, but the solution is obvious: herpes.'

This is what the website of agency Motion Sickness reads, introducing their new campaign:

Make New Zealand The Best Place In The World To Have Herpes.

This is the first ever "herpes destigmatisation campaign.' It's an effort to educate the country, lowering the stigma surrounding the virus while simultaneously raising national pride.

The agency has also plastered billboards all over the country. The campaign even features a competitive leaderboard - because we have to actually prove we're the best country in the world to have the virus.

But wait. How do you quantify something like this?

Well, independent insights agency TRA conducted a pre-campaign omnibus survey across 10 OECD countries.

In the survey, people responded to a question about their views on the Herpes Virus. This provided the baseline for the Herpes Stigma Index that ranked the countries at the start of this campaign.

By watching the video course content and engaging with content online, users can reduce their own stigma and help their country gain points to climb the leaderboard.

Fun and playful? Totally.

Accessible and approachable? Abso-fkn-lutely.

The agency has become known for this kind of creative over the last few years. Their awareness campaigns mark a critical shift in behavioural change marketing.

Remember those drink-driving ads from the 2000s? The ones that interrupted primetime with car crash carnage? They had more gore than anyone needs to see while enjoying their tea, and an ending that left most of us kids scarred for life.

Well, turns out the trauma was for nothing. Those ads resulted in little to no change in drink-driving behavior.

Governments often still focus on increasing awareness of such issues. But evidence from behavioural science shows that providing information does not necessarily re-frame people's mindsets.

And it's certainly not going to happen with a bunch of scare tactics and snooze-fest info being shoved in the faces of the public. Because, ew?

After years of rinse and repeat grimness, we're kind of, well, immune.

The blood-spattered crash scenes barely make us flinch. Stats about '1 in 3 people' spark a collective meh. While the intention was right; the execution has become overdone and stale.

And enter agencies like Motion Sickness, who have decided to break up with archaic scare tactics and encourage a little more fun in their messaging.

Their 2021 cyber safety campaign is a brilliant example of this.

Internet safety is no joke, but it can be funny. And the agency embodied this ethos, using humour to cut through and do what other PSA's just couldn't do - have us pay attention.

Keep It Real Online generated 40 million organic views, 6 million social media engagements, and 350,000 campaign website visits.

Those are great metrics, but the most impressive part was the real-world effects. There was a significant decline in searches for explicit content on school networks (from 350,000 to <1,000).

The campaign received local and international awards, including multiple Effie's and a TVNZ Marketing Award for effectiveness in behaviour change and public sector marketing.

Think of humour in these cases like a behavioural Trojan horse.

People get defensive when confronted with heavy topics. Humour slips past those defences, delivering the message in a way that feels approachable and, dare I say, human.

A funny or clever piece of creative is the kind of thing you're sure to remember-and more importantly, share. People don't send their mates depressing stats about road deaths. But they'll absolutely pass along a hilarious TikTok about safe driving.

Most importantly, it's relatable.

Humour bridges the gap between 'us' and 'them.' When a campaign makes you laugh, you feel like it's speaking with you, not at you.

Because why do we so often stick to the same, tired old formulas?

I don't want to call anyone out (but I will):

Insurance? Do you have to be so beige and boring? GEICO has been proving for years that funny is better.

Financial? You don't have to sound like a robot. I'm looking at you Klarna, you stylish little absurdity.