New research proves wildlife forever’s clean drain dry brand messaging works.
Submitted By Margie Anderson
Wildlife Forever today announces the results of its 2025 Clean Drain Dry Initiative
outreach campaigns, reaching more than 47 million media impressions through targeted
education, signage, community partnerships, and digital strategies to prevent the spread of
AIS.
New research from the University of Wisconsin–Madison shows that exposure to
Clean Drain Dry brand messaging is linked to boaters taking action to prevent the spread of
aquatic invasive species (AIS) at the access.
The study, conducted by researchers in the UW–Madison Department of Life
Sciences Communication, found that boaters familiar with Clean Drain Dry and Stop
Aquatic Hitchhikers! messaging were more likely to remove aquatic plants from boats and
drain water from live wells, two key steps in stopping the spread of invasive species.
“Wildlife Forever has been leading Clean Drain Dry brand messaging for nearly
two decades. This research is proof that consistent messaging through modern media and
marketing drives behavior,” said Zach Burnside, Conservation Program Manager for
Wildlife Forever.
Invasive species threaten fisheries, habitats, public waterways, and local
economies. These findings reinforce the importance of consistent, science-based education,
marketing and outreach and co-branded partnerships.
“These brands and messages are the foundation of our outreach and prevention
tools,” said Tim Campbell, Wisconsin Sea Grant’s aquatic invasive species outreach
specialist and coauthor of the study. “This research shows that the brands are accessible and
effective at influencing boater behavior at the access.”
Wildlife Forever partners with state and federal agencies, tribes, and local
organizations to deliver turnkey Clean Drain Dry outreach campaigns that expand capacity
and ensure consistent, science-based messaging. Wildlife Forever’s Clean Drain Dry
Initiative provides ready-to-use materials, branding support, and strategic guidance to help
partners effectively engage recreational users and protect local waters. Browse the shop at
CleanDrainDry.org/shop
For more information, please visit CleanDrainDry.org or contact
zburnside@wildlifeforever.org.
5350 Hwy 61 N Suite 7
St Paul MN 55110