The best of non-profit advertising and marketing for social causes

If you’re not a bear, you need a fishing license

If you’re not a bear, you need a fishing license

Colle+McVoy created a public service campaign for the American Recreational Boating & Fishing Foundation (RBFF) that humorously gets the point across that purchasing a fishing license is something everyone should take pride in doing as freedom-loving Americans. Many anglers believe buying a fishing license simply lines the pockets of big government. In reality, the money goes to local conservation efforts to maintain fish populations, boat landings, water quality, etc.

The campaign includes a TV spot, Radio spot and a print ad. All guided with a very informative website: Take Me Fishing.


Print ad:


Older part of the campaign:





Recreational Boating & Fishing Foundation (RBFF)
Additional credits:
Chief Creative Officer: Mike Caguin
Group Creative Director: Joe Monnens
Art Directors: Barrett Haroldson and Brit Ryan
Copywriter: Lee Hanson
Producer: TJ Beagan
Animation: Z-­-Animation
Stock footage provided by Getty Images & Corbis
Music license and mix: Babble-­-On
Voice talent provided by Wehman

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