Behavioural approaches and conservation messages with New Zealand’s threatened kiwi

New Zealand’s iconic bird species, the kiwi, is facing significant threats from dogs. Dogs walked off leash or left outside frequently kill fragile kiwi, posing a major social issue. Local governments have spread awareness through billboards, pamphlets, and other media, but there are no empirical analyses of message effectiveness or targeting. There is a dearth of research on behavioural interventions in conservation, where pro-environmental behaviour is typically costly to individuals. This study uses a randomised control trial (RCT) to test the effectiveness of four different messages on a local policy for dog registration, using thousands of households. The RCT aims to increase dog registration fees, which, although compulsory, have low compliance in some areas. Results suggest considerable heterogeneity in response across messages, with only messages focussed on kiwi conservation and dog attacks having an impact on registration, and only in some groups. A social norm /”nudge”-based message had no effect. Results should help design future messaging programs, as well as raise funds for conservation through additional registration fees. This study is one of the first to use an evidence-based approach for conservation messages in a critical area and provides several implications for future policy and engagement campaigns.