VIDEO: RBFF rolls out new advertising campaign

The campaign positions fishing and boating as “the antidote to modern life.”

The Recreational Boating and Fishing Foundation is looking to disrupt with a message of less technology and more time in nature through its new Take Me Fishing and Vamos A Pescar ad campaign for 2017.

The campaign positions fishing and boating as “the antidote to modern life” and encourages everyone to put down the touchscreens and pick up a fishing rod, embracing their inner “wild child.”

“We were looking for something disruptive that would shake things up and get more people interested in fishing and boating,” RBFF president and CEO Frank Peterson said in a statement. “This ad campaign does just that and challenges cultural norms while encouraging playful, real-life experiences and promoting family togetherness.”

The Take Me Fishing campaign will keep the “FirstCatch” hashtag that proved popular in 2016 among the target audience — those who typically participate in outdoor activities with their families, but may not have taken up fishing or boating.

Through the hashtag, anglers new and old are encouraged to share their first catch, whether it be the first of a lifetime, season or day. With this campaign and hashtag, RBFF is encouraging consumers to heed the call of the wild child and make their way to the great offline.

Here’s where you can catch the new ads:

* Sixty-, 30-, and 15-second digital videos — RBFF’s Take Me Fishing social media platforms

* TV ads — Disney XD, National Geographic, Discovery, ESPN and more

* Digital ads — AccuWeather, Pandora and the Outdoor Channel

The Vamos A Pescar campaign will feature:

* Custom social media content delivered via Hispanic social media influencers, thanks to a new partnership with Mitú

* Ads on Univision and Pandora

* Digital videos on RBFF’s Vamos A Pescar social media platforms

* An improved user experience on the newly revamped

Additionally, RBFF has released a new public service announcement that highlights the link between fishing licenses and conservation. The PSA is available in video, audio and print, with custom tagging available for organizations.

Also available this year is a series of custom PSAs for each of the 50 states.