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RBFF rolls out new Taking Me Fishing PSAs

The Recreational Boating & Fishing Foundation recently launched its 2012 Take Me Fishing public service announcement.

The new “This is a Test” television and radio spots are a retro take-off on 1950s PSAs, and they focus on the need to buy a license or registration while using humor to catch the public's attention.

“The fact is, no one cares more about protecting America's waterways than anglers and boaters,” RBFF president and CEO Frank Peterson said in a statement. “We respect these resources because we enjoy them. RBFF's Take Me Fishing PSAs are letting people know that by doing what they are supposed to do, anyway, purchase a fishing license or register their boat, they play a meaningful role in aquatic conservation.”

Already, anglers produce more than $600 million a year in fishing license sales and $200 million in private donations for conservation efforts. Boaters generate $570 million a year in fuel taxes for the federal Sport Fish Restoration and Boating Trust Fund, which supports the conservation of coastal wetlands and fisheries.

The 2011 Take Me Fishing PSA, “Protecting Memories,” generated more than 43,000 placements in media outlets across the country and $6.95 million of in-kind media for RBFF — extending the reach of the national Take Me Fishing advertising campaign, RBFF said.

“With the new PSA campaign we hope even more outdoor enthusiasts will get on board and obtain their license and registration,” Peterson added.

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