Print ad: OzFish Unlimited: Estuary

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OzFish Unlimited has launched a new campaign to accelerate the recreational fishing communities’ involvement in fish habitat restoration, with the help of VMLY&R Melbourne. Through a series of powerful images, the new campaign flips the cliched ‘grip and grin’ photo of an angler and their catch by using imagery that has the waterways in focus instead of the fish. It launches with Australia’s most popular fishing magazine, Fishing World, with a special edition cover that will break the hold of a 50-year-old tradition by using one of the campaign images. It will be supported with press, social and outdoor, and aims to encourage recreational fishers to become OzFish members and start to get active in habitat restoration. Major OzFish partner BCF will also roll out the campaign instore over coming months.