The centerpiece of the campaign is the Find Your Best Self 60-second spot that, through charming footage and rhythmic copy, shows how girls who fish build traits like confidence, determination and resilience on and off the water.

The campaign also includes 30- and 15-second ads; public service announcements; print, digital and social media extensions; influencer partnerships; and earned media activations. A large portion of the media buy is through an alliance partnership with Disney, and integrated media partnerships with Vanity Fair, Forbes and Hypebae will launch next month to prove out the research in real stories of powerful, successful women who fish.

Launching in time for National Fishing and Boating Month in June is Fearless Fishing Line, a limited-edition fishing line that conveys the benefits of fishing and how it can be transformative for those who need it most. One thousand spools of Fearless Fishing Line will be shared with media, influencers, state agencies, industry stakeholders and first-time anglers to start more conversations about the benefits of fishing. Additional insights can be found on TakeMeFishing.org/find-your-best-self.

Running throughout the summer, the effort is part of RBFF’s mission to protect and restore the nation’s aquatic natural resources by increasing participation in recreational angling and boating. Colle McVoy has partnered with RBFF for more than 15 years and has launched many successful campaigns in support of their mission.