The People the North Committee, founded in Townsville in 1962, was true to its name. It wanted to treble the population of northern Australia in a decade. Putting people before profits, the committee insisted that Australians had a moral obligation to prolifically populate their northern lands. Neither the ambition nor the rationale was new. In fact, the People the North Committee was the last gasp of a grand demographic aspiration that went back more than a hundred years. Thereafter, through to the present day, proposals for northern development have prioritised economic over demographic gains: profits before people. This paper examines the ambitions and advocacy of the People the North Committee, setting them in the longer historical trajectory of the aspiration to people the north.