'In the Dog Box' is a concept developed by Blue Orb and the Department of Conservation (DOC) to challenge rural dog owners to help keep kiwi safe.

Northland has the highest number of reported kiwi deaths by dogs in New Zealand, and this has a significant impact on their life expectancy. In Northland life expectancy for kiwi is only 15 years, compared with 30-40 years in other parts of the country.

A staggering 70% of the dead adult kiwis handed over to DOC are the victims of dogs. The actual numbers of kiwis killed by dogs is predicted to be a lot higher.

The main goal of 'In the Dog Box' is to reduce dog kills by making people who live in kiwi country aware of the impacts of dogs, and to educate them as to how they can help protect kiwi.

This campaign has been targeted to landowners / users in kiwi zones, hunters who use dogs in kiwi zones, and people of lower socio economic standing that either live in or use dogs in kiwi zones.