It’s noisy, smelly, shy — and New Zealand’s bird of the year.
The hoiho, or yellow-eyed penguin, emerged victorious in the country’s fiercely contested avian election on Monday, bringing hope to supporters of the endangered bird that the recognition might spur a revival of the species. This year’s election was notably free of the foreign interference scandals and cheating controversies that had marred past polls. Instead, campaigners relied on traditional methods — launching meme wars, seeking celebrity endorsements, and even getting tattoos to prove their loyalty.
More than 50,000 people cast their votes, a significant drop from last year’s 350,000, when British late-night host John Oliver humorously championed the pūteketeke, a peculiar bird that eats and regurgitates its own feathers, securing a landslide win.
This year’s turnout represented approximately 10% of New Zealand’s population, a testament to a nation where nature is always close and a love for native birds is instilled from childhood. “Birds are our heart and soul,” remarked Emma Rawson, a campaigner for the ruru, a small brown owl with a melancholic call that placed fourth.
New Zealand’s only native mammals are bats and marine species, highlighting the special significance of its birds, which are cherished and often rare. This year’s winner, the hoiho — whose name means “noise shouter” in the Māori language — is considered the world’s rarest penguin. Endemic to New Zealand’s South and Chatham islands and subantarctic islands, its population has plummeted by 78% over the past 15 years.
“This spotlight couldn’t have come at a better time. This iconic penguin is disappearing from mainland Aotearoa before our eyes,” stated Nicola Toki, chief executive of Forest & Bird, the organization behind the poll. Despite intensive conservation efforts on land, she noted, the birds are often trapped in nets at sea and face dwindling food supplies.
“The campaign has raised awareness, but what we really hope is that it brings tangible support,” said Charlie Buchan, campaign manager for the hoiho. Though struggling, the bird attracted significant attention in the poll, receiving endorsements from English zoologist Jane Goodall, Amazing Race host Phil Keoghan, and two former New Zealand prime ministers.
Aspiring bird campaign managers, ranging from power companies to high school students, submit applications to Forest & Bird for these roles. The hoiho campaign was organized by a coalition of wildlife groups, a museum, a brewery, and a rugby team from Dunedin, where the bird is found on mainland New Zealand, making it the most high-powered campaign of the 2024 vote.
“We felt like the scrappy underdog,” said Emily Bull, spokesperson for the runner-up campaign for the karure, a small “goth” black robin unique to New Zealand’s Chatham Island.
The karure campaign, led by the student association at Victoria University of Wellington, sparked fierce competition on campus, where the student magazine launched an opposing campaign for the kororā, or little blue penguin. The rivalry led to a meme war and students donning bird costumes, with several supporters even getting tattoos. When the magazine’s campaign secured endorsements from the city council and local zoo, Bull lost hope for the black robin’s bid.
However, the karure, which has made a remarkable comeback from just five birds in the 1980s to 250 today due to conservation efforts, clinched second place overall.
This past weekend, as Rawson concluded her campaign for the ruru, she took her efforts directly to the people, seeking votes at a local dog park. A seasoned campaign manager who has previously led bids for other birds, Rawson was thrilled with the ruru’s fourth-place finish, her best result to date.
“I have not been involved in human political campaigning before,” said Rawson, drawn to the competition for the awareness and funds it generates. She acknowledged that this year’s campaign had a calmer tone. “There’s been no international interference, even though that was actually a lot of fun,” she said, referencing Oliver’s high-profile campaign.
While anyone globally can vote, Forest & Bird now requires voters to verify their ballots to prevent foreign interference, a lesson learned after Australian pranksters cast hundreds of fraudulent votes in favor of the shag in 2018. The following year, they had to clarify that a surge of votes from Russia appeared to be from genuine bird enthusiasts.
Though campaigns are highly competitive, managers liken their tactics to pro wrestling — where battles are scripted — rather than contentious political races. “Sometimes people want to make posts that seem combative, and they’ll always message you first to ask if it’s okay. There is a really sweet community. It’s really wholesome,” Bull said.
