Recreational Boating and Fishing Foundation
America headed into summer 2020 with uncertainty, and health professionals braced for the worst. The Recreational Boating & Fishing Foundation (RBFF) might have seemed like an unexpected ally in protecting America’s well-being, but the organization believed it could make a valuable contribution.
Americans have long turned to recreational fishing and boating for relief and rejuvenation. According to the 2019 Special Report on Fishing, “relaxing and unwinding” is the no. 1 experience associated with the activity. Not only is fishing a wellness-boosting activity, but it also lends itself naturally to social distancing.
Get On Board is an integrated campaign that raised awareness about the wellness benefits of fishing and boating while social distancing. Through an omnichannel approach, the campaign offered resources and inspiration to help Americans navigate the uncharted waters of the pandemic. RBFF and Exponent enlisted an unexpected ambassador to spread the safety messages — nationally acclaimed psychiatrist Dr. Sue Varma, who was new to fishing.
An interactive map supplied consumers with real-time updates on safe fishing and boating access directly from state natural resources agencies. And how-to videos and educational social media content taught first-timers step-by-step.