INSIGHT

The Cairngorms are home to a very important, and very easily spooked endangered bird – the capercaillie. It’s their last remaining stronghold in Scotland and the woods surrounding the community in the Boat of Garten is a key location for breeding and nesting. The species is predicted to become extinct in the next 20-30 years unless more action is taken to protect them.

With capercaillie in Deshar Wood often being scared away from nests between April and August by walkers and their dogs, The Cairngorms National Park Authority came to Lane for a campaign and refreshed forest signage that would encourage responsible behaviours. They wanted the local residents and the capercaillie to enjoy the woods together and didn’t want it to seem like we were pointing the finger at dog owners.

IDEA

Habits are a hard thing to change. That’s why everything started with our investigation into behavioural science and how we could use it through visuals and tone to change the behaviour of forest visitors and their four-legged friends.

Then, armed with a universal device to hold messaging, our Do not Disturb campaign was born. Posters, on-trail leaflets, social assets and mailers all used the iconic door hanger shape to stand out amongst generic collateral around the village.

Friendly illustrated capercaillies were our star and helped communicate our guidance as versions were switched out to coincide with the breeding and nesting periods.
In addition, Capercaillie-sized doors, built by a local carpenter, were placed at key entry points around the forest to represent crossing the threshold into capercaillie territory.

We also refreshed the Deshar Wood map and signage in the campaign style to remind visitors which areas were particularly sensitive. Everything was designed to be seasonal so that they could be removed again after August and stored for the next year.

IMPACT

We’ve got our fingers crossed for a successful breeding and nesting season in the forest surrounding Boat of Garten, and will be able to update you when we get new population figures.

Results coming soon…