Human Dimensions Research Helps Burrowing Owl Conservation Efforts

For years the ultimate cause of declining Burrowing Owl populations has remained unknown. Though many factors have been investigated — from pesticide use and lack of prairie dog burrows to habitat fragmentation — none have proved a smoking gun. But human dimensions research may provide an answer for conservation of the species.

Last year, focus groups were conducted throughout the owl’s range. Surprisingly, despite the owls’ natural charisma, participants repeatedly identified poor branding as a major roadblock to public support of Burrowing Owl conservation. “They’re cute and all, but the name reminds me of some kind of fly that digs under your skin,” stated one participant.

In order to maximize brand awareness and reach new audiences, the owls have decided to change their common name to “Hobbit Owl.” MartinUnderhill, a spokesman for the Burrowing Owls, says this change will capitalize on the popularity of the novel by J.R.R. Tolkien and recent movie franchise by Peter Jackson. While representatives from the Tolkien Estate and New Line Cinema have yet to comment, it appears news of the rebranding has already gone viral. The American Ornithologists' Union records committee will take it under consideration at their next meeting scheduled in August near middle Earth. Whether the owls can parlay this new found fame into conservation on, or under, the ground is yet to be seen.