"Takemefishing.org, The Recreational Boating and Fishing Foundation's consumer brand, has become one of the nation's primary vehicles for increasing interest and participation in boating and fishing. In order to build awareness among the next generation of anglers, we used a traditional medium like print in non-traditional ways. We partnered with outdoor lifestyle publications to place messaging in unexpected places such as the gutter, next to page numbers and even the staples that hold the magazine together. We also created a mobile version of TakeMeFishing.org so anglers can learn, plan and equip for a memorable day on the water no matter where they are."