The "Heart of the Tippy" campaign launched last week with the goal to educate the public on six endangered mussels species that make their home in Indiana's Tippecanoe River.
Overharvesting of mussels and decreasing water quality have threatened the populations, says Linda Prokopy, a professor of natural resource social science at Purdue.
But she says saving these mussels isn't just about conservation, but for the health of the entire river.
"They actually help to keep the water clean as filters," she says. "If the water gets too dirty, then obviously the pollutants — sediment, et cetera — clog them up, and they can no longer thrive. But a little bit of dirt in the water, they actually help to keep clean for other species."
Riverside residents can do their part by preventing runoff that may come from fertilizer and sediment from getting into waterways.
And Prokopy says there are three primary rules for the public when it comes to conserving these mussels: don't pick them up, don't litter, and carry canoes and kayaks instead of dragging them in shallow water.