The effects of PFAS contamination, whether in a private well or a municipal water supply, are rarely straightforward. And research shows that public understanding of PFAS contamination and mitigation options is limited. Those impacted have to make sense of unfamiliar science, interpret complex test results, and decide what actions to take, often while navigating fear and uncertainty. Meanwhile, public health officials are expected to respond to community concerns, offer guidance, and conduct outreach and education on PFAS, all while managing their existing workloads and balancing evolving science and regulatory changes.
To help public health officials better communicate about PFAS through effective outreach and educational materials, UW–Madison Extension and collaborators including Wisconsin Sea Grant, Wisconsin DNR, and others recently created two new resources designed to help local and Tribal health departments, public officials, and community leaders understand and respond to PFAS: a communication guide and a private well evaluation toolkit.
The new PFAS in Drinking Water Communication Guide specifically targets public health officials. Rather than focusing solely on the chemistry of PFAS, the guide explores how communities interpret risk, why certain messages cause confusion, and where well‑intended communications can fall short. Drawing on research findings, the guide helps users craft messaging that is clear, culturally nuanced, and focused on actionable information. It offers practical guidance for communicating uncertainty, addressing fears, and supporting informed decision‑making in moments when trust is especially important.
The PFAS Private Well Evaluation Toolkit helps local and Tribal health departments plan and carry out private well sampling efforts in their communities. While municipal water supplies are required to adhere to strict water quality guidelines and must regularly test their water supply, private wells have no such requirements. Private well owners are expected to be their own water utility manager and test their well routinely – for a variety of water quality parameters and contaminants including PFAS. But PFAS testing is expensive, costing between $400 and $700 per well. To help reduce this barrier, some local health departments are working with partners to bring down this cost for the individual homeowner and provide valuable baseline information on PFAS in the area.
The evaluation toolkit walks users through the full process, from preparing for sampling to conducting outreach, tracking results, and communicating findings. By providing ready-to-use templates, outreach materials, protocols, and best practices, the toolkit helps ensure that sampling efforts are organized and responsive to community needs while reducing project time for local partners.
Together, these resources address recurring challenges faced by public health officials and community partners surrounding PFAS. They are intended to support the practical work of communicating risk and managing private well sampling, particularly in situations where information is incomplete, timelines are tight, and community concern is high.
“In situations like these, people aren’t just looking for data. They’re looking for clarity and guidance on how to respond,” says Anya Jeninga-Nehls, Extension Emerging Contaminants Outreach Specialist. “These tools are meant to support the people doing this work every day and help make a challenging process a little more manageable for everyone involved.”
The PFAS in Drinking Water Communication Guide and the PFAS Private Well Evaluation Toolkit serve as free, evidence-based tools to help communities move from confusion to clarity.