The face of fishing and other outdoor water sports has long been typically associated with that of a man. Rachel Piacenza and Kendra Lee from the Recreational Boating and Fishing Foundation join this session to talk about Take Me Fishing, which is run by the Foundation, and its new marketing campaign that strives to put the focus on women in fishing. They share the research tactics they used to discover the typical audience for fishing isn't what it may seem, how they focused their campaign on a new demographic, and much more.