Department of Conservation calls on Aotearoa to make conservation second nature in new ‘Always Be Naturing’ campaign via Deloitte Digital

The Department of Conservation (DOC), Deloitte Digital, Together and Finch have teamed up to launch Always Be Naturing, a campaign aimed at mobilising Aotearoa to actively protect and celebrate our unique natural environment.

Working closely with Deloitte New Zealand’s Sustainability and Climate team, Deloitte Digital has crafted an ambitious, three-year campaign designed to serve as a catalyst for connecting with nature in new ways, not just ‘out there’ in the wild but with the people and places that surround us wherever we live and work.

Nature is at the heart of New Zealand’s economy and identity, and yet despite 4,000 species being at risk of extinction, the latest research by DOC revealed 89% of New Zealanders believe nature is in “good shape”. This is the challenge the campaign needed to address.

Always Be Naturing reframes traditional approaches to engaging people with nature, encouraging active participation in new and different ways. The goal of this campaign is to create momentum around action for nature, drive more effort and investment and do it in a way that locks in lasting change.

The campaign launched on 1 September when New Zealanders woke up to a new population overnight. In an open letter, DOC declared a new national population count of 695 billion; not just people, but also animals, birds, plants, marine life and trees. By reframing the nation’s population from five million people to 695 billion residents, the campaign aims to disrupt perceptions and start new conversations about New Zealand’s biodiversity and the threats it faces.

Helping to protect the incredible ecosystems that underpin our economy, our livelihoods, and our fondest memories, will take all of us. The campaign needed to deliver a unifying rallying cry for New Zealand.

Businesses play a particularly vital role in creating lasting change. Always Be Naturing is designed to appeal to business and help reinvent how organisations can create lasting change so that we are collectively re-investing in New Zealand’s greatest asset, our supply chain’s supply chain.

Through bold storytelling, creative digital experiences, and community engagement, the campaign aims to spark a movement that brings nature and conservation to the forefront of the way New Zealanders live and work. And critically, it gives Kiwis new ways to support nature, from new partnership structures to product collaborations, and everything in between – creating a new wave of conservation innovation.

Since its inception, DOC has been charged with the protection of New Zealand’s natural and historical heritage. It’s DOC’s job to educate and promote the benefits of conservation and nature.

Working in partnership with DOC, Deloitte Digital has harnessed creativity and digital innovation to amplify DOC’s vision, delivering fresh ideas and practical solutions that empower people to act, designing initiatives that break down barriers to involvement and showcase the positive impact of collective action.

Says Mike Horne, CEO, Deloitte New Zealand: “Not only is nature at the heart of who we are and how we live as Kiwis, it is fundamental to our identity and brand on the global stage, and critically it also underpins our economy. But we can’t take it for granted, let’s invest in it and make our greatest asset also our real point of distinction”. This is a sentiment echoed by the many business leaders DOC and Deloitte have engaged with throughout the campaign’s development.

Says Dan Wright, Partner, Deloitte Digital: “The call to protect nature isn’t a new story, but it’s not getting the cut through needed. We need to flip the script on how each of us, our businesses, and our communities see and look after nature. Always Be Naturing is a call to change how Kiwis think and behave to protect what makes Aotearoa truly special.”

Deloitte’s collaboration with DOC is grounded in a shared purpose to create a lasting impact.

By leveraging Deloitte’s expertise in strategy, design, and technology, Deloitte Digital is helping DOC connect with new audiences, spark meaningful action, and redefine what it means to care for nature.

Says Penny Nelson, Director-General, DOC: “This campaign is a very different approach for DOC. We count on nature for so many things, it’s the backbone of our economy and it is why tourists come here. It’s the air we breathe, the water we drink, the soil we grow our food in. But it needs our help right now. We are a small island nation at the bottom of the world, but we want to make a big difference and show the world what can be done if everyone pitches in. Conservation is not just for the experts; it’s for all of us.”

The Always Be Naturing campaign is intended to run for a three-year period, ensuring enough time to garner lasting results that will enforce a long-term behaviour change for the greater good.

As the media agency, Together has been instrumental in maximising value and reach for the campaign.

Says Penelope Brown, Managing Director of Media at Together: “It’s been incredible to work with DOC and Deloitte Digital on such an important piece of work for Aotearoa. Always Be Naturing reflects our core values as an agency – driving positive progress by using media in inventive ways to build a genuine platform for change. We can’t wait to see it out in the wild!”

You can follow along Always Be Naturing at www.doc.govt.nz/always-be-naturing

Client: Department of Conservation
Strategic and Creative Partner: Deloitte Digital
Media Partner: Together
Production Company: Finch