Towards an evidence‐informed strategy for communicating lead ammunition risks

Abstract Lead hunting ammunition is a key source of lead exposure for wildlife and humans who eat wild game. To improve the effectiveness of lead ammunition risk communication, and avoid unintended negative effects from poorly conceived messages, we examined how New York State hunter education instructors view the lead issue. We conducted in‐depth interviews with instructors from 5 New York State regions from September 2020 to February 2021, which generated qualitative data on instructors' knowledge, beliefs, and opinions. We classified instructors into 3 groups: (i) concerned advocates, (ii) resistant skeptics, or (iii) ambivalent educators. Concerned advocates had substantial, accurate knowledge of the lead issue, as judged by the investigators, and a strong desire to avoid lead ammunition. Resistant skeptics believed lead ammunition risks are insignificant, exaggerated, or already well‐managed, and strongly resisted using nonlead alternatives. Ambivalent educators self‐reported limited knowledge of the lead issue or its significance and a general ambivalence, or even apathy, towards switching to nonlead alternatives. Across groups, instructors made clear they were (i) concerned about the higher price and lower availability of nonlead ammunition, (ii) uncertain about the relative performance of lead versus nonlead ammunition, and (iii) strongly opposed to legislation and regulation. Instructors also strongly believed that education and effective communication offer the best path forward, although most admitted rarely discussing the toxic effects of lead ammunition in class. We recommend that state hunter education program managers update their curricula and instructor training courses to include a module on the wildlife and human health lead ammunition issue. We also recommend that state and federal regulators cooperate strategically on communicating and managing lead ammunition risks to better address the issue and avoid unintended, unwanted outcomes.