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 trying to do, why DOC chose to broaden the frame from “conservation” to “naturing”, and how connection to nature can become a more accessible entry point for the people and businesses who care but don’t yet know where they fit in.

We also explore more broadly how nature should be communicated in Aotearoa if we want to reach beyond the already-converted and make it easier for communities, businesses, and everyday people to participate.

This conversation is especially relevant for people working in conservation, communications, behaviour change, community engagement, and anyone curious about where nature storytelling in New Zealand is heading next.

Here are some of the key topics we discussed:

• What Always be Naturing is and how it fits into DOC’s wider Mobilising for Nature programme
• Why the gap between caring and doing is such a major challenge
• How research and audience insights informed this campaign
• Why DOC is focusing on connection, relevance, and everyday action
• Reaching younger and urban audiences without losing the bigger picture
• Changing perceptions about the state, role and value of nature in our everyday lives and society
• And much more…

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👩About Vicki:

Vicki is a Londoner who proudly calls Wellington home these days. She’s spent her career working across communications, marketing, brand, and behaviour change programmes both in and out of the public sector. Nature and the environment are her thing. She spent five years as Director Communications and Engagement at the Ministry for the Environment, before heading to DOC as the Director of Customer Engagement. Now in the Chief Advisor role, Vicki works across Public Affairs and is leading DOC’s programme to mobilise New Zealanders for nature – a project she describes as the most exciting thing she has ever had the privilege to be a part of. Her happy place is getting sweaty in nature. Her favourite bird is the kaka, although she is quite partial to a blackbird.

🔗Learn more:

• Website: https://www.doc.govt.nz
• Instagram: https://www.instagram.com/docgovtnz
• Facebook: https://www.facebook.com/docgovtnz

🎙️Learn more about the podcast at www.conservationamplified.org