By the minneapolis egotist / /
National in scope, the campaign for the Recreational Boating & Fishing Foundation (RBFF) features :60, :30 and :15 videos that portray fishing and boating as a thrilling and fierce activity that women love as much as men.
Research shows that new participants to the sport of fishing are more likely to skew younger and female. In fact, 45% of new participants are women and many of them see the outdoors as the perfect escape. They are also constantly looking for fun and different activities that can help them and their kids stay active. The campaign provides messaging and content that appeals to the whole family and gives them the confidence to try.
This new effort is part of RBFF’s Take Me Fishing™ brand and supports its ongoing goal to grow fishing and boating participation in America, as well as create awareness for aquatic conservation. A print campaign with Outside magazine supports the empowerment messaging with editorial features on female anglers. Digital advertising, social media, PR, influencer engagement and community engagement support the campaign throughout the summer.
See the whole campaign here.
Client: RBFF, Agency: Colle McVoy, Creative Editorial: Butcher Edit, Editor: Dave Henegar, Post Producer: Rob Van, Color Grade: Nice Shoes, Colorist: Oscar Oboza, Online/Mastering: Volt Studios, Flame Artist: Steve Medin, Audio MIx: Sister Boss, Audio Engineer: Dan Jensen, Music licensed through: Downtown Records.