Karmactive Staff
Window strikes kill over one billion birds yearly in the U.S. and Canada, but a groundbreaking Cornell study reveals how to better motivate people to prevent these deadly collisions.
The Cornell Lab of Ornithology surveyed nearly 5,000 people to discover what types of messages actually prompt action. Bird enthusiasts respond best to messages showing the effectiveness of prevention measures, while the general public is more persuaded by emotional appeals showing birds suffering from collisions.
Nearly half of all fatal bird collisions in the U.S., and 90% in Canada, happen at homes and buildings three stories or less. This makes residential action crucial to solving the problem.
“If we want people to take action to reduce bird and window collisions, we really have to understand how to communicate with them,” explains Tina Phillips, co-author of the study published in Biological Conservation and assistant director at Cornell’s Center for Engagement in Science and Nature.
Lead author Shelby Carlson adds, “People who cared about birds responded best to messaging that emphasized the efficacy of treating their windows…they want to know if their action is actually going to make a difference.”
What works to prevent collisions? Placing markers on the outside of windows is essential. The spacing matters – use a pattern with dots or decals spaced 2 inches apart across the entire window, or hang paracord at 4-inch intervals. These measurements are critical since birds will try to fly through gaps they perceive as passageways.
Other effective solutions include exterior screens, one-way transparent films like Collidescape, and “zen curtains” (Acopian BirdSavers) – closely spaced cords that hang in front of windows.
The study also found that people with prior experience of bird collisions at their home, higher education levels, and those with “mutualist” views (believing humans and wildlife are interdependent) were more likely to adopt bird-safe windows.
Interestingly, moral messages about personal obligation and social influence messages didn’t increase people’s intention to treat their windows. Researchers also noted older adults and males were less likely to take action.
Real-world results prove these measures work. McCormick Place in Chicago saw a 95% reduction in bird collisions after applying dot film to their windows following a mass kill of about 1,000 birds in a single night in 2023. University retrofits have shown similar success.
“What makes this study unique,” says Phillips, “is that we’re using social science research and insights to try to understand how to effectively change human behavior to mitigate this problem. By understanding the kinds of messages that people relate to, we can better achieve our goals of trying to encourage people to take action on behalf of birds.”
To learn more about preventing bird collisions, visit stopbirdcollisions.org.
