In 2022-23, I had the pleasure of working as Creative Lead on The Green Ideas Project. This was a tactics and research lab, pioneered by Greenpeace Aotearoa, looking at how New Zealanders connect to nature. As one part of the extensive mahi, focus groups were held across the country, talking to people from every walk of life

The kōrero was not focused on climate change, biodiversity, or any specific issues, but on participants’ general ideas and experiences around nature. Yet, unprompted, people spontaneously and repeatedly opened up with their worries, and their reluctance to share these concerns in the open – a feeling of societal pressure to stay silent.

The insight ignited a tactical brief for a piece of creative, to communicate this surprising insight, empower people, and foster public conversation in an election year. Find out more in my article on Design Assembly.