New Zealand counts 695bn citizens to rally nature protection

New Zealand – New Zealand’s population has officially jumped to 695bn – if you count its birds, animals, plants and marine life – in part of a bold national campaign to protect biodiversity. Launched by the Department of Conservation (DOC) and Deloitte Digital NZ, Always Be Naturing reframes nature as part of everyday life rather than a separate weekend escape.

Out-of-home giant JCDecaux donated its global billboard inventory to spotlight the campaign, which was launched on 1 September 2025. The campaign encourages people to take small, everyday actions that add up to systemic change, while inviting brands to adapt and amplify the Always Be Naturing message. 

By turning biodiversity into a point of national pride, organisers hope to embed nature protection into New Zealand’s cultural identity for years to come. Find more insights on how to present new sustainability narratives in our Rebranding Nature design snapshot.