Copper-jacketed lead has been the common projectile for hunting around the world since the advent of smokeless powder. Over the last 50 years, data have shown an impact on avian scavengers of lead fragments from feeding on animals shot with lead ammunition. One of the primary sources of mortality for California condors has been lead poisoning from ingesting fragments, with similar mortality seen in bald and golden eagles. In response to this, the state of California passed Assembly Bill 711, requiring the use of non-lead ammunition for hunting wildlife after July 1, 2019. Before, during, and after this phase-in, the Institute for Wildlife Studies has operated a non-lead ammunition outreach program to educate stakeholders. This includes explaining why the law is necessary to help conserve avian scavengers, how to transition from lead to non-lead ammunition, and helping to ensure that hunting opportunities are not affected by this transition. Demonstrating to hunters that transitioning to non-lead ammunition helps to reinforce their commitment to a strong wildlife ethic to the non-hunting public is an important component of our outreach messaging. We will discuss what we have heard from hunters about opportunities and barriers, and how this helps formulate our future messaging.