ALEXANDRIA, VA – To celebrate National Fishing and Boating Week (NFBW), the Recreational Boating & Fishing Foundation (RBFF) announced a new product partnership with Berkley, a Pure Fishing brand: the Fearless Fishing Line. As part of the national Take Me Fishing™ campaign, this limited-edition fishing line was inspired by research conducted by RBFF and Ipsos showing women who fish are happier and healthier than those who do not.
In addition to spotlighting the life-changing benefits of fishing and boating, Fearless Fishing Line was created to encourage more women to get out on the water. It will be available for a limited period through an online sweepstakes that begins on June 5, 2023, at www.fearlessfishingline.com. Select winners will also receive a $25 debit card to purchase a fishing license.
“The research is clear. Fishing and boating can have significant positive impacts on women,” said Rachel Piacenza, Senior Director of Marketing at RBFF. “We created this fishing line as a physical reminder of those benefits, and we hope it inspires more women to try fishing.”
“When RBFF and Take Me Fishing™ approached us with the opportunity to partner on Fearless Fishing Line, we knew it was something we wanted to tackle,” said Kimberly Hoffman, Director of Marketing and Communications for Pure Fishing. “Creating this line and the campaign around it is another important step toward increasing women’s participation in fishing and creating a more diverse, inclusive angling environment.”
Fearless Fishing Line is an extension of Take Me Fishing’s Find Your Best Self on the Water campaign, which launched on May 1, 2023. The campaign highlights research that shows fishing and boating can positively impact women. It also informs the public of the benefits of fishing, inspiring more women to try the activity.
The week-long celebration of National Fishing and Boating Week, June 3-11, 2023, also features free fishing days throughout the United States and is designed to increase access to fishing and boating and recruit the next generation of anglers and boaters.
For additional information on the campaign, including the research that inspired it and Fearless Fishing Line, visit here.
For more information and to enter the Fearless Fishing Line Sweepstakes, visit here.
RBFF is a nonprofit organization whose mission is to increase recreational angling and boating participation, protecting, and restoring the nation’s natural aquatic resources. To help recruit, retain and reactivate participants, RBFF developed the award-winning Take Me Fishing™ campaign to build awareness of boating, fishing, and conservation, educating people about the benefits of participation. The campaign website feature how-to-videos and an interactive state-by-state map that allows visitors to find local boating and fishing spots, helping boaters and anglers of all ages and experience levels learn, plan, and equip for a successful day on the water. RBFF also offers its industry stakeholders many tools, including a Fishing License & Boat Registration Plugin to connect their customers with the information they need in just one click and an embeddable Places to Fish & Boat Map to help their customers discover places to fish and boat near them.