How do you mobilise a nation for nature?

Most New Zealanders say nature matters to them. But care alone isn’t creating the level of action needed to protect it.

In this episode, we sit down with Vicki Connor, Chief Advisor Public Affairs at the Department of Conservation, for a deep dive into DOC’s “Always Be Naturing” campaign - the public-facing platform for its wider Mobilising for Nature programme.

Informed by audience research, the campaign is built around a persistent challenge: if people already care, how do you turn that care into meaningful action at scale?

The research also revealed a disconnect - most New Zealanders believe nature is doing relatively well. In reality, the situation is far more fragile, with 4,000+ native species threatened or at risk of extinction.

We unpack what the campaign is actually  ...