Some may find it surprising that as many as 45% of new boaters and anglers in the US are women, and the Recreational Boating & Fishing Foundation (RBFF) wants to raise awareness of the fact.

Just in time for National Fishing and Boating Week (June 2-10), the RBFF is launching its first-ever campaign aimed exclusively at women in hopes of continuing to grow those numbers.

The new effort will cut across platforms and include digital advertising, social media, public relations and a series of 15-, 30-, and 60-second videos run throughout the summer. Additionally, a print campaign with Outside magazine with editorial features on female anglers.

The videos intercut images of young, active women fishing and boating, along with “empowering statements” to emphasise how fishing and boating are unlike many peoples’ preconceived ideas.

This new, first-time campaign is part of RBFF’s continual effort to bolster participation in the two activities among families and create awareness for aquatic conservation.