The “Find Your Best Self” campaign is based on research conducted by IPSOS in 2022 that revealed women who fish are happier and healthier. Conceived and developed by a women-led team, the campaign depicts female anglers experiencing the benefits of fishing and boating first-hand. The campaign includes 60- and 30-second ads, public service announcements, print, digital, and social media extensions, integrated media partnerships, influencer partnerships, and earned media activations.
“Campaign testing showed the new ads motivated both women and men to go fishing, so we’re excited to see how both audiences interact with the campaign this Summer,” said RBFF Sr. Director of Marketing, Rachel Piacenza. “Find Your Best Self on the Water strives to accurately and inclusively depict women in fishing, ideally inspiring more females to feel comfortable trying this life-enhancing activity.”
Despite record levels of female participation in fishing, the activity still has a long way to go toward welcoming women. Research shows that 43 percent of female anglers do not feel respected by the fishing community and 1 in 4 female anglers believe negative stereotypes exist about women’s ability to fish.
Lack of representation is intimidating and prohibitive for at least one in every four female anglers, and women of color tend to agree even more with this statement.
RBFF‘s 2023 consumer-facing marketing campaign aims to confront these barriers and inspire every woman in this nation to challenge themselves to try something new to help them find their best self while supporting a more inclusive fishing and boating community.