Lights Out Texas invites us to dim our cities so migrating birds can move safely through the night, using an omni-channel strategy shaped by social science insights. Rooted in science and storytelling, it turns small acts into meaningful action.

AWARENESS ON SOCIAL

It began as a cross-platform social campaign on YouTube, Meta, Instagram, and LinkedIn, then grew into a story shaped by audience research and social science survey data. That insight helped guide the messaging and topic choices, ultimately driving more than 40 million impressions.

SCIENCE TO ACTION

The campaign then moved into direct outreach, using email and in-person meetings with municipal leaders, conservation partners, and private building owners to turn awareness into measurable action.

REACHING AUDIENCES OF INFlUENCE

Media and momentum from the first two phases carried into in-person screenings of the 34-minute documentary at museums, zoos, and bird festivals across the country, alongside broadcast distribution on PBS in Texas.

Black and white logo of a stylized bird made of abstract shapes with stars, next to the text "Bird Collision Prevention Alliance" arranged in four lines.

EXPANDING THE CAUSE

The campaign has now expanded into the Bird Collision Prevention Alliance, a growing coalition of conservation groups, scientists, architects, industry leaders, and communities working together to make buildings safer for birds by addressing glass collisions and harmful lighting. Through StopBirdCollisions.org, the alliance pairs urgency with practical action, highlighting that more than 1 billion birds die each year in glass collisions in the U.S. alone, while showing that the solutions can be simple, effective, and affordable.