Environment Agency – Fishing Licence Marketing Campaign

We conducted focus groups and depth interviews with the angling community to understand barriers to taking up the sport, including the role of the legal requirement to buy a rod licence. The research informed the design of a social media advertising campaign, which was recently selected as the Government Communication Service’s campaign of the month: https://gcs.civilservice.gov.uk/news/gcs-campaign-of-the-month-winner-november-2020/