The Kiwis have done it again. While we were busy counting sheep (metaphorically speaking), our neighbours across the ditch have pulled off one of the cheekiest conservation campaigns in recent memory—and they're calling us out directly.
New Zealand's population suddenly jumped overnight from 5 million to 695 billion, according to billboards across Sydney and Melbourne this week.
Before you start wondering about a mysterious mass migration, this isn't about people—it's about every living creature calling New Zealand home, from the tiniest insects to the mighty kauri trees.
The Department of Conservation's 'Always Be Naturing' campaign is more than just a clever publicity stunt. One billboard cheekily declares: 'We count on nature, so now we're counting it. It's your move, Australia.' It's classic Kiwi style—playful, pointed, and designed to make us think.
What's behind New Zealand's bold move
DOC Director-General Penny Nelson describes the 695 billion figure as a 'playful, back-of-the-envelope estimate' designed to reframe how we think about our natural heritage. But there's serious science behind the theatre.
New Zealand faces dire conservation realities: just 238 kākāpō remain, fewer than 40 tara iti (New Zealand fairy tern) survive, and 4,000 native species are threatened or at risk of extinction, with 63 per cent of ecosystems on the brink of collapse.
'Conservation is not just for the experts, it's for all of us'
The three-year campaign isn't just about awareness—it's a call to action. The 'Always Be Naturing' initiative aims to mobilise individuals, businesses, and communities across the country to support conservation in everyday life. Launched during New Zealand's Conservation Week (1-7 September), it's timed perfectly to coincide with spring conservation efforts.
Australia's conservation reality check
So how do we stack up against our cheeky neighbours? The numbers make for sobering reading.
Australia currently has more than 2,200 species threatened with extinction, and our track record speaks volumes about the challenge ahead.
We have the highest rate of deforestation in the developed world, and the country has lost more biodiversity than any other developed nation in the past 200 years.
Take koalas—perhaps our most beloved national symbol. As of March 2024, the latest estimate puts koala populations in Queensland, New South Wales and the Australian Capital Territory between 95,000 and 238,000. These eastern populations are now listed as endangered, representing a dramatic decline from historical numbers.
Australia vs New Zealand: By the numbers
Australia: 2,200+ species threatened with extinction
New Zealand: 4,000 native species threatened or at risk
Australia: Highest deforestation rate in developed world
New Zealand: Most native forest now protected, switched to plantation harvesting
Australia: Koala populations declined 30 per cent between 2018-2021
New Zealand: 63 per cent of ecosystems on brink of collapse
The drivers of decline are depressingly familiar. Up to 12.6 million hectares of forest and bushland were destroyed in the 2019-20 bushfire crisis alone, while ongoing land clearing for development continues to fragment critical habitats.
Learning from past mistakes
Both countries share a difficult environmental history. Australia is infamous for hunting the iconic Tasmanian tiger to extinction and almost wiping out koalas for the fur trade. New Zealand similarly introduced koalas to offshore islands and then had to re-introduce them to mainland areas where original populations had disappeared, largely due to the fur trade.
But there are signs of hope and learning. New Zealand has made huge strides in protecting its wildlife, with most native forest now protected as the country switched to plantation harvesting.
Meanwhile, Australia's Albanese Government is rethinking its 20-year-old threatened species laws, which have been independently found to be failing both wildlife and business.
Your move: What Australians can do
New Zealand's challenge doesn't have to remain unanswered. The beauty of the DOC campaign lies in its practical suggestions that work just as well on this side of the Tasman.
Simple conservation actions for your backyard
- Build a bird feeder to support local wildlife
- Plant native grasses and shrubs suited to your area
- Put a bell on your cat to protect small birds
- Join a local conservation or Landcare group
- Donate to wildlife organisations
- Create wildlife corridors by connecting green spaces
- Choose native plants for gardens and landscaping
As DOC's Penny Nelson suggests: 'You could build a bird feeder in your backyard, plant native grasses or shrubs, put a bell on your cat, donate money or join a local conservation group. Every action will help.'
The timing couldn't be better for Australians to take up the challenge. Many local councils offer native plant giveaways, Landcare groups welcome new volunteers, and wildlife organisations always need support.
For seniors with time and gardening experience, these activities offer meaningful ways to contribute while staying active and connected to community.
Why this friendly rivalry matters
As Nelson puts it: 'We are a small island nation at the bottom of the world, but we want to make a big difference and show the world what can be done if everyone pitches in.' The same spirit could drive Australia's response.
The campaign also highlights something important about conservation in the 21st century—it's not just about government policy or scientific research.
By combining everyone's efforts—government, businesses, iwi, organisations, communities, and individuals—meaningful change becomes possible, creating momentum that builds a nation that values what nature gives and recognises everyone's responsibility to care for it.
For a generation that witnessed Australia's post-war development boom, today's environmental challenges offer a chance to help shape a different kind of legacy. The knowledge and community connections many seniors possess could be exactly what's needed to answer New Zealand's cheeky challenge.
The bigger picture
What makes New Zealand's campaign particularly clever is how it connects individual actions to larger outcomes. Ambitious goals like WWF Australia's plan to double koala numbers on the east coast by 2050 become achievable when millions of small actions add up.
The trans-Tasman rivalry that's always existed in sport and culture could find its most meaningful expression yet in conservation. Both countries face similar challenges—invasive species, habitat fragmentation, climate pressures—and both have unique ecosystems worth protecting.
So, Australia, the gauntlet has been thrown down by our neighbours. New Zealand has counted their 695 billion and challenged us to step up our game. The question isn't whether we can match their number—it's whether we can match their commitment to making conservation everyone's responsibility.
Your backyard bird feeder might not save the world, but when millions of us start 'naturing' in our own small ways, the collective impact could be exactly what our threatened species need. After all, if we can't protect our own iconic wildlife, what does that say about the legacy we're leaving behind?
What conservation action will you take up in response to New Zealand's challenge? Share your ideas in the comments—let's show the Kiwis that Australia is ready to make its move.
Original Article
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: As a result, the population grew overnight from 5 million to 695 billion.
Excerpt: New Zealand's population suddenly jumped overnight from 5 million to 695 billion
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: It’s your move, Australia,” one of the billboards reads.
Excerpt: One billboard cheekily declares: 'We count on nature, so now we're counting it. It's your move, Australia.'
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
From 5 million to 695 billion—DOC reveals New Zealand’s 'new population': Media release 1 September 2025
Cited text: Department of Conservation Director General Penny Nelson says the new population is a 'playful, back-of-the-envelope estimate,' and is a representativ...
Excerpt: DOC Director-General Penny Nelson describes the 695 billion figure as a 'playful, back-of-the-envelope estimate'
https://www.doc.govt.nz/news/media-...ion--doc-reveals-new-zealands-new-population/
DOC's new campaign puts NZ's population at 695 billion | RNZ News
Cited text: 'There are just 238 kākāpō left, fewer than 40 tara iti (New Zealand fairy tern) and 4000 native species that are threatened or at risk of extinction;...
Excerpt: New Zealand faces dire conservation realities: just 238 kākāpō remain, fewer than 40 tara iti (New Zealand fairy tern) survive, and 4,000 native species are threatened or at risk of extinction, with 63 per cent of ecosystems on the brink of…
https://www.rnz.co.nz/news/national/571667/doc-s-new-campaign-puts-nz-s-population-at-695-billion
New Zealand’s Population Grows to 695 Billion-ish as Part of ‘Always Be Naturing’ Campaign | Branding in Asia
Cited text: The initiative, called “Always Be Naturing,” aims to mobilize individuals, businesses, and communities across the country to support conservation in e...
Excerpt: The 'Always Be Naturing' initiative aims to mobilise individuals, businesses, and communities across the country to support conservation in everyday life.
https://www.brandinginasia.com/new-...n-ish-as-part-of-always-be-naturing-campaign/
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: Today, populations of koalas in NSW, ACT and Queensland are among the more than 2,200 species threatened with extinction in Australia.
Excerpt: Australia currently has more than 2,200 species threatened with extinction
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
Koala | WWF-Australia | Koala | WWF Australia
Cited text: Australia has the highest rate of deforestation in the developed world, and we cannot allow this rate of destruction to continue.
Excerpt: We have the highest rate of deforestation in the developed world
https://wwf.org.au/what-we-do/species/koala/
10 of the most endangered animals in Australia
Cited text: The country has lost more biodiversity than any other developed nation in the past 200 years.
Excerpt: the country has lost more biodiversity than any other developed nation in the past 200 years.
https://www.ifaw.org/au/journal/10-most-endangered-animals-australia
National Koala Monitoring Program—DCCEEW
Cited text: As at March 2024, the latest estimate of population size for koalas in Queensland, New South Wales and the Australian Capital Territory (the listed po...
Excerpt: As of March 2024, the latest estimate puts koala populations in Queensland, New South Wales and the Australian Capital Territory between 95,000 and 238,000
https://www.dcceew.gov.au/environme...cies/koalas/national-koala-monitoring-program
Koala | WWF-Australia | Koala | WWF Australia
Cited text: Up to 12.6 million hectares of forest and bushland were destroyed in the 2019-20 bushfire crisis alone, and as droughts grow in frequency, so does the...
Excerpt: Up to 12.6 million hectares of forest and bushland were destroyed in the 2019-20 bushfire crisis alone
https://wwf.org.au/what-we-do/species/koala/
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: It’s famous for hunting the iconic Tasmanian tiger to extinction, and almost wiping out koalas, which were targeted for the fur trade.
Excerpt: Australia is infamous for hunting the iconic Tasmanian tiger to extinction and almost wiping out koalas for the fur trade.
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
The Koala—Endangered or Not? - Australian Koala Foundation
Cited text: Koalas were deliberately introduced to these islands and then re-introduced to mainland areas where original populations had disappeared, in large par...
Excerpt: New Zealand similarly introduced koalas to offshore islands and then had to re-introduce them to mainland areas where original populations had disappeared, largely due to the fur trade.
https://savethekoala.com/about-koalas/the-koala-endangered-or-not/
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: We obviously couldn’t count all the slugs and bugs.” · New Zealand has made huge strides in working to protect its wildlife. Most of its native forest...
Excerpt: New Zealand has made huge strides in protecting its wildlife, with most native forest now protected as the country switched to plantation harvesting.
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
Australia called out in sassy new campaign from New Zealand: 'Your move'
Cited text: The challenge to Australia comes as the Albanese Government rethinks its 20-year-old threatened species laws, which have been independently found to b...
Excerpt: Australia's Albanese Government is rethinking its 20-year-old threatened species laws, which have been independently found to be failing both wildlife and business.
https://au.news.yahoo.com/australia...ign-from-new-zealand-your-move-041140278.html
From 5 million to 695 billion—DOC reveals New Zealand’s 'new population': Media release 1 September 2025
Cited text: 'You could build a bird feeder in your backyard, plant native grasses or shrubs, put a bell on your cat, donate money or join a local conservation gro...
Excerpt: As DOC's Penny Nelson suggests: 'You could build a bird feeder in your backyard, plant native grasses or shrubs, put a bell on your cat, donate money or join a local conservation group.
https://www.doc.govt.nz/news/media-...ion--doc-reveals-new-zealands-new-population/
New Zealand’s Population Grows to 695 Billion-ish as Part of ‘Always Be Naturing’ Campaign | Branding in Asia
Cited text: We are a small island nation at the bottom of the world, but we want to make a big difference and show the world what can be done if everyone pitches ...
Excerpt: As Nelson puts it: 'We are a small island nation at the bottom of the world, but we want to make a big difference and show the world what can be done if everyone pitches in.'
https://www.brandinginasia.com/new-...n-ish-as-part-of-always-be-naturing-campaign/
From 5 million to 695 billion—DOC reveals New Zealand’s 'new population': Media release 1 September 2025
Cited text: By combining everyone’s efforts—Government, businesses, iwi, organisations, communities, and individuals—we can create change that is bigger and l...
Excerpt: By combining everyone's efforts—government, businesses, iwi, organisations, communities, and individuals—meaningful change becomes possible, creating momentum that builds a nation who values what nature gives and recognises everyone's…
https://www.doc.govt.nz/news/media-...ion--doc-reveals-new-zealands-new-population/
Koala | WWF-Australia | Koala | WWF Australia
Cited text: One of our key goals in this program is to protect culturally significant species, including doubling the number of koalas in the wild on Australia’s ...
Excerpt: Ambitious goals like WWF Australia's plan to double koala numbers on the east coast by 2050
https://wwf.org.au/what-we-do/species/koala/
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