Did you know that wild reindeer can survive temperatures as low as -40 degrees Celsius? These extremely resilient animals have lived in Europe for hundreds of thousands of years and are now facing greater threats than ever before—most of which are human-made.

The Norwegian Institute for Nature Research (NINA) has developed a quality standard that defines the condition of reindeer populations in Norwegian wild reindeer areas. There are around 20,000 wild reindeer in Norway, but according to this standard, only 100 of them are considered to be in good condition.

This thesis explores different ways to establish a shared understanding of the situation among the Norwegian outdoor community. The methodological approach includes expert and user interviews, surveys, field studies, workshops, and user testing. The insights have resulted in a strategic implementation plan for an awareness campaign managed by The Norwegian Trekking Association (DNT).

The findings suggest that the target audience is receptive to information about wild reindeer, but has little incentive to seek it out on their own. Therefore, a campaign has been designed to meet the audience on platforms they already use, with the goal of producing positive, measurable results. The campaign can complement DNT's existing services and serve as an addition to Norway's broader tourism offerings.

The wild reindeer, once a vital part of survival and joy in Norwegian nature, is now on the brink of disappearing. The mountains are their home. We are the guests—show respect.