It only takes one – one risk item to damage New Zealand, one moment to look up the rules to avoid a $400 fine, one moment to check your luggage...

This is the theme of Biosecurity New Zealand’s refreshed border campaign, designed to encourage arriving travellers to comply with biosecurity rules. Based on the latest research into what motivates or discourages compliance, the campaign prompts travellers to think about specific items that pose a biosecurity risk, including food and outdoor equipment such as boots and tents.

The campaign uses digital ads to target travellers when they are planning their trip, including when they go online to book flights or accommodation. The ads link to Biosecurity New Zealand’s website, which provides a tool for checking requirements for items.

So far, the campaign focuses on trans-Tasman travellers and New Zealanders returning from overseas during the holiday period. This has included new signage at Australian airports. And, for the first time ever, digital signs at New Zealand airports aimed at getting departing Kiwis to think about the rules before they return home.

The campaign will shortly also target other nationalities, including India, China, the United States, the Philippines, Germany, and the United Kingdom. The targeting is based on visitor volumes, seizure rates and research showing levels of biosecurity awareness among different travellers.