The Recreational Boating and Fishing Foundation’s “Women Making Waves” video won two GlobalTrend awards. The association said in a statement that the “women-centric” video was honored in the nonprofit and nature/wildlife categories. The GlobalTrend awards recognize compelling videos from around the world across several categories.
“Reaching out to and including emerging audiences in fishing and boating will prove to be critical in reaching our 60 in 60 goal,” said Frank Peterson, RBFF president, in the statement. “With females making up 45 percent of new participants and growing, it makes sense to focus on welcoming this audience to the water.”
The 60 in 60 initiative aims at gaining 60 million anglers in 60 months.
The association said that, according to a 2017 report by the Outdoor Foundation, new female anglers are less likely than their male counterparts to return to the sport after a year. The study showed that only 19.3 percent of women and girls thought a fishing participant looks like them.
Peterson said RBFF and its Take Me Fishing brand wanted to make women feel more welcome on the water. The video — produced in partnership with RBFF’s creative agency, Colle McVoy, and part of the larger Making Waves initiative — features powerful taglines paired with strong women, moms and girls, enjoying their time on the water.
“This is an exciting time for the fishing and boating industry,” RBFF director of marketing Rachel Piacenza said. “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.”