Certain lichens need a little help. That's the philosophy behind the Usnea Launch Project out in the Pacific Northwest region of the United States. Their motto is "A Better Future for Usnea longissima." From what I can glean from the promotional film, the project entails taking fallen lichens, packing them up in little latex capsules with plenty of water, and launching them high into the trees using a giant 3-person catapult.
If you haven't gotten a chance to see it yet, have a look at the video. It will show you some of the lengths that lichenologists go to for conservation!