Broadcast, Print, Content Strategy
About Take Me Fishing
Historically, fishing has been portrayed as a white male dominated sport. But the research tells a different story. Today, 45% of new fishing participants are female, yet only 19% of women see fishing as a sport for them, and most women consider fishing to be a boring and passive activity. We set out to change what fishing looked like. We wrote rally cries instead of headlines, built content instead of commercials and invited women of all walks of life to make waves and get their fish on.
An anthem video featuring a strong female-led track kicked off the reinvention of the world’s most beloved pastime.
And with a confident and bold tone, we offered women a chance to see themselves on the water.
Partnerships with Outside magazine and Disney spread our message through print, digital, social and custom branded content in-book and online.
Fun and empowering social and digital content carried the message through.
And women from all over joined in and made waves.
We carved out a digital space for women to get inspired.Get your fish on.
And partnered with key influencers like celebrity mom, actress and avid angler Alexa PenaVega.
"This is an exciting time for the fishing and boating industry. Women are heading to the water in record numbers, and we now have the opportunity to develop these new anglers into ambassadors for future generations. We are proud to be leading our industry in providing a rallying cry for women across the country.” RBFF Director of Marketing Rachel Piacenza
The Making Waves video was honored with multiple awards by GlobalTrend, which recognizes outstanding videos from around the world every year.