New Research Proves Wildlife Forever’s Clean Drain Dry Brand Messaging Prevents Invasive Species

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.