Recreational Boating & Fishing Foundation
With the challenge of getting more people out on the water, the Recreational Boating & Fishing Foundation (RBFF) hit the road to get rods and reels in hands across the nation and capture imaginations with the sport of fishing.
Fishing had a “leaky bucket” problem. While more anglers were taking up the sport by the millions to fill the bucket, current anglers were lapsing out of the sport in increasing numbers. With customer bases at stake, RBFF needed to plug that leak.
According to the 2019 Special Report on Fishing, the top two reasons lapsed anglers quit were the belief that they don’t have access to waterways and they have to travel too far to fish. Recruiting and retaining participants for good is possible by removing perceived barriers to the sport.
Built for the social media generation, Off the Hook was a free, outdoor attraction bringing fishing to the heart of the city — showing people that no matter who you are or where you live, fishing is an activity for us all. With no fishing license needed and experts on-site, the experience was an easy way for everyone to try fishing basics. After fishing, guests engaged with several interactive photo walls and walked away with a “snackle box.”
We proved that whether you live on a country backroad or in a downtown high-rise, places to fish are closer and more accessible than many people realize.