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Author: Goodman, Nicole
Email: nicole.goodman@tpwd.texas.gov
Phone: 512-389-4789
Organization: Texas Parks and Wildlife Department
Address: 4200 Smith School Rd, Austin, Texas, 78744

Abstract Title: THE 2015 ZEBRA MUSSELS PUBLIC AWARENESS CAMPAIGN

Abstract Text: Texas Parks and Wildlife believes that the backbone of every effective program to control aquatic invasive species is public education and prevention. Currently, one of the biggest threats facing Texas is zebra mussels. Originally from Eurasia, these rapidly reproducing mussels have serious economic and recreational impacts to Texas reservoirs. They can clog water intake pipes, damage boats and motors, completely cover any hard surface under water, and litter the shoreline with their sharp shells. In the summer of 2015, TPWD, supported by a coalition of partners, implemented a public awareness campaign to remind boaters to “Clean, Drain, and Dry” their boats, trailers, and gear before traveling to another water body. The coalition of partners included river authorities, water districts and municipalities across the state. More than $400,000 was committed to the 2015 campaign, the largest investment in public awareness since zebra mussels were discovered in Texas in 2009. The 2015 campaign included revamped creative aimed at conveying the urgency for boaters to take action and the environmental and new legal consequences for failing to do so. A new web landing page, www.texasinvasives.org/cleandraindry, was created to support the updated campaign creative which included advertising localized by infested lake. The integrated campaign included the following media: billboards, gas station advertising, radio advertising, online advertising, social media, and print advertising. Paid media generated more than 145.60 million impressions. Boat ramp signage and outreach to marinas on the infested lakes was implemented to reach boaters at the moment they need to be taking action. Additionally, communication was sent to registered boaters through direct mail and email.

Conference
Year: TIPPC_2016
Presentation Type: Oral Presentation
Presenter Type (Student or Regular): Regular
Session: 6. Education and Public Awareness
Submission Date: 2016-01-25

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