Case Study: Cairngorms National Park Authority protects capercaillie with The Lane Agency's Do Not Disturb campaign

Cairngorms National Park Authority protects capercaillie breeding season with The Lane Agency in a 20-30 year race against extinction

The Cairngorms National Park Authority faced the challenge of protecting the endangered capercaillie bird in Deshar Wood, which was being scared away from its nests by visitors and their dogs. They engaged The Lane Agency to create a behavior change campaign and refreshed signage that would encourage responsible use of the woods without alienating dog owners.

The Lane Agency developed the "Do not Disturb" campaign, which utilized behavioral science and the recognizable shape of a door hanger in its creative. The solution included posters, leaflets, social assets, and physical capercaillie-sized doors installed at forest entry points. All materials featured friendly illustrated birds and were designed to be seasonal. The measurable impact on capercaillie population figures is pending, with new results expected to be provided soon.

Cairngorms National Park Authority