The Department of Conservation - Always Be Naturing initiative and related efforts have delivered a large-scale engagement and behavior change campaign, backed by research, partnerships, and practical tools — designed to get Kiwis more informed, connected to nature, and empowered to take action. The emphasis is on shared responsibility, simple everyday actions, and fostering long-term conservation culture across all segments of society.
The Problem
Help people understand that nature is under serious threat - many native species and ecosystems are at risk, even if many people think things are “okay”.
Context Users
Primary user
• Everyday Kiwi’s
• Not conservation experts
• Engage with nature that is low effort
• Everyday Kiwi’s
• Not conservation experts
• Engage with nature that is low effort
Constraints
• Simple, clear actions
• Low effort ways to help
• Reassurance that their contribution matters
• Simple, clear actions
• Low effort ways to help
• Reassurance that their contribution matters
Key Insights
Insight 1
People care about nature but do not know who they can help.
People care about nature but do not know who they can help.
Insight 2
Environmental messaging often feels negative.
Environmental messaging often feels negative.
Insight 3
People engage more with stories than statistics.
People engage more with stories than statistics.
Iterations & Thinking
Design ideas provided by an ad agency did not meet accessibility standards. Adjustments were required so that all web users could participate.
Solution
Received designs provided by an ad agency and translate the theme to a web and mobile experience. Create templates that are editable for the content team to have flexibility when offering ideas and small actions that individuals can take. Meeting WACG accessibility standards as part of the mandatory compliance required by NZ government agencies including public service departments.
Impact
• Simple actionable steps.
• Inclusion of all New Zealanders to engage in everyday nature actions.
• Share responsibility.
• Inclusion of all New Zealanders to engage in everyday nature actions.
• Share responsibility.
Reflection
Throughout the design process, it became clear that an inclusive message requires an inclusive experience. While early iterations focused on creating an engaging and visually compelling campaign, they exposed accessibility gaps that could limit who the experience reached. Revisiting these decisions allowed the design to better align with accessibility standards, ensuring that the idea of “Always Be Naturing” is accessible, understandable, and actionable for as many people as possible.