Berkley partners in ‘Fearless’ campaign to promote women in fishing
The Recreational Boating and Fishing Foundation (RBFF) has partnered with Pure Fishing brand Berkley to launch a new fishing line.
The move was timed to celebrate National Fishing and Boating Week (June 3-11) and is part of the RBFF’S Take Me Fishing campaign designed to grow participation.
Fearless Fishing Line is a limited edition product inspired by RBFF research that showed women who fish are happier and healthier than those who do not.
“We knew this 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.”
Rachel Piacenza, Senior Director of Marketing and Communications at the RBFF, said the research was clear. “Fishing and boating can have significant positive impacts on women. We created this fishing line as a physical reminder of those benefits, and we hope it inspires more women to try fishing.”
The line was made available through an online sweepstake.
National Fishing and Boating Week also features free fishing days throughout the US and is designed to increase access to fishing and boating and recruit the next generation of anglers and boaters.