The Recreational Boating and Fishing Foundation rolled out a new campaign designed to draw more women into the recreation, launching a video and new landing page today.
The page has portals to see blogs by women who fish, discover places to fish, and a link to getting licensed.
“Despite this perceived lack of representation in the sport of fishing, 45 percent of last year’s new fishing participants were female, and that number continues to grow,” RBFF communications vice president Stephanie Vatalaro told Trade Only Today. “We are proud to be an industry leader in identifying and engaging with new markets to ensure the future of fishing and boating. With this campaign, we’re creating spaces for women out on the water. And we want this initiative to be the rallying cry for other industry organizations to join us.”
The video focuses on women and girls of all ages who are rigging, casting, catching, and captaining themselves, with empowering messages like: “I am the captain of my own ship; I cast off labels; call me whatever you want, I can’t hear you out here anyway.”
Watch that here:
Women helped drive an 8.2 percent spike in fishing participation in the last five years, and 45 percent of new fishing participants were female last year, RBFF president Frank Peterson told Trade Only Today.
Of those, 42 percent were between the ages of 6 and 12.
“Moms are taking their sons and daughters fishing more than dads are,” Peterson said.
RBFF is considering holding a special session focused on women prior to a marketing workshop it does for state fish and wildlife departments. “We want to ask women attendees to come a little early and run a half-day program on what they’d like to see their agencies doing to support getting more women involved in the sport,” said Peterson. “More than half the people who come to our workshop who work at these agencies are women. The problem is, the agency isn’t always receptive to new ideas.”