New Zealand’s 695 billion population count reminds humans they’re in the minority
New Zealand's government recently declared that the nation's population had jumped from 5 million to 695 billion. The eye-catching figure, displayed on digital billboards across Auckland, Wellington and Christchurch, represents the Department of Conservation's attempt to count every visible plant, bird, fish and tree in the country. Director General Penny Nelson describes it as a "back-of-the-envelope estimate" designed to spark conversations about the country's biodiversity crisis and underline the importance of those other residents to New Zealand's human inhabitants.
The campaign, dubbed "Always Be Naturing," emerges from sobering research revealing a dangerous disconnect in public perception. While 90% of New Zealanders care about nature and 89% believe it's in good shape, the reality tells a starkly different story: just 238 kākāpō remain, fewer than 40 New Zealand fairy terns survive, and 63% of ecosystems teeter on the brink of collapse. As the DOC states: "Humans make up less than 0.001% of New Zealand’s population. Maybe it’s time to start thinking about the other 99.999%."
Tied to the campaign are concrete steps anyone can take to protect nature; a set of drop down menus allows people to find actions that match the amount of time they're willing to spend, the physical effort they can exert, where they'd like to pitch in and what type of nature they love. Actions include putting bells on cats, rooting out invasive weeds, creating a backyard bird sanctuary, trapping introduced predators and planting native species like ponga, kōwhai and makomako.
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As environmental crises intensify globally, conservation organizations face a critical challenge: how to cut through climate fatigue and inspire action rather than despair. DOC's approach demonstrates how reframing can transform abstract statistics into a compelling narrative. By celebrating abundance before revealing scarcity, and by making conservation accessible rather than intimidating, brands can transform passive concern into active participation. Could your organization find similarly creative ways to make complex challenges feel both urgent and actionable?
