I've got caulerpa

I've got caulerpa. It sounds like a communicable disease but it is a pest seaweed that was discovered in New Zealand in 2021 and now covers more than 1,500 hectares of sea bed - think the gorse of the sea - only worse. 🌿 🦠 

Through my comms and engagement work with the Top of the North Marine Biosecurity Partnership I've been involved in a small way in the exotic caulerpa program since almost the beginning, when it was first found at Aotea Great Barrier Island in winter 2021.

This summer I have also delivered media campaigns and online projects relating to this incursion, for two separate councils.

As a communicator the exotic caulerpa response is one of the most complex projects I have ever worked on, across multiple clients, channels, and with a complex and highly precise message. 

And you know what? For all the hours, days and weeks I've spent immersed in the caulerpa story, I've never once seen it. I hope not to - but unfortunately it's likely it will make its way to a location near me at some point. 

Now there are many voices contributing to the 'stop the spread' message and telling the exotic caulerpa story but it wasn't ways that way. 

Thank you to Viivi Ronkko for your ongoing support, designing campaigns and pulling so many threads together across campaigns and clients.

Photos / NIWA and Auckland Council