Fishing is one of Australia’s most popular pastimes.
But over the last few decades, fish stocks have dwindled due to environmental impact on their habitats. OzFish, an organisation that delivers fish habitat rehabilitation projects across Australia, needed to raise awareness and get a nation of anglers to join their cause.

So we disrupted the one piece of media that speaks directly to them, Australia’s Largest Fishing Magazine, Fishing World.

For over 50 years, Fishing World has featured anglers striking a pose with their prized catches on the cover. But we needed recreational fishers to focus less on the fish and more on the waterways. So for the latest issue, we broke the rules. For the first time ever, the prized catch on the cover was blurred. And the focus was on the waterways. The disruptive cover was backed up by a 7-page feature article about environmental issues and how Ozfish is tackling them. The message was reinforced with a print, social, and outdoor campaign that ran in adventure mags and fishing stores.