||The appearance of outdoor recreation activities has increased significantly all over the world (Manning & Anderson, 2012) as well as in Switzerland (Hunziker et al., 2011). This development can lead to conflicts, in particular between snow-sports participants and native wildlife populations in subalpine areas (e.g. Arlettaz et al., 2007). The Swiss and Austrian campaign “Respektiere deine Grenzen” so far successfully reduced such conflicts by positively influencingthe respective behaviour of people who engage in ski-touring and snow-shoeing by means of information and sensitization (Immoos & Hunziker, 2015). However, it has been known that one group of snow-sports participants can hardly be influenced by such information campaigns, the so-called freeriders: skiers and snowboarders who use the transport facilities of ski resorts but ride down off the ski-runs (e.g. Zeidenitz et al. 2010). Thus, a specific freerider campaign, called “"respect wildlife”", was launched in Switzerland, focussing on this group using its media and language.