ALEXANDRIA, VA (July 17, 2007) – The Recreational Boating & Fishing Foundation (RBFF) presented The Nevada Department of Wildlife (NDOW) with the Take Me Fishing™ Outreach and Education Award during the Association for Conservation Information (ACI) conference held on July 12 in Lenox, Mass. NDOW was chosen for its targeted outreach to the state Hispanic population, which included Spanish radio spots designed to motivate Hispanic anglers and educate them about how easy it is to obtain a fishing license.
“The judges felt that Nevada demonstrated a unique and thorough outreach strategy toward engaging the Hispanic audience,” said RBFF President and CEO Frank Peterson.
NDOW research showed that while southern Nevada has a large Hispanic angling population, license agents and the fishing public were confused about the license requirements of non-residents and non-citizens. The Spanish radio spots were aired in October 2006 and were supported by cards and fliers placed in targeted locations. The fliers were printed double-sided with license information in both English and Spanish.
"The changing demographics bring us new cultures, new exciting challenges, and new ways to look at the resource," said U.S. Fish and Wildlife Service Director H. Dale Hall in a recent NCTC telecast on diversity and recruitment issues. "The reality is that we survive at the will of the people, if conservation lives, it only lives in the hearts of the citizenry, so we have to reach out and bring new people into conservation."
The Take Me Fishing Outreach and Education Award was a small part of the conference’s larger focus on marketing. ACI hosted a Marketing Day on July 10, where attendees learned skills and techniques from those who have designed and implemented successful marketing campaigns.