A new angle on angling grows an age-old sport.

Take Me Fishing is the consumer-facing brand of Recreational Boating & Fishing Foundation (RBFF). This federally funded nonprofit’s mission is simple: get more people out on the water. But fishing license sales and participation had been on a steady decline.

To motivate and inspire a new generation of anglers, we took a closer look at how life consumes us. From schedules to screens, a genuine and pervasive fear exists about missing out on family time. The antidote to this modern life? Fishing and boating. Our work not only reinvigorated the draw of this beloved sport, but it also created tools and experiences to make fishing more accessible — and anglers more successful.