For Tomorrow's Fish Campaign

ROLE: Project Co-Leader

TIMEFRAME: 2022-2024

DELIVERABLES: “For Tomorrow’s Fish” Website, Report, and Campaign Launch

CONCEPT & WEBSITE. Developed “Tomorrow’s Fish” as a campaign of the AFFTA Fisheries Fund and its partners to raise knowledge and awareness and inspire anglers to engage in actions that build climate-ready fisheries.

REPORT & CAMPAIGN. The “For Tomorrow’s Fish” campaign aims to align anglers, communities, fly fishing brands, and conservation organizations to use their clout to fight for “tomorrow’s fish” and help mitigate climate impacts.

The campaign is anchored by the For Tomorrow’s Fish report, written for anglers, by anglers, to document their changing experiences on the water and highlight the need for resilient fisheries in the face of climate change. The release of the report in May 2024 kicked off a powerful, sustained, multi-channel campaign, led by the American Fly Fishing Trade Association, to inspire and empower anglers and the recreational fishing industry to demand progress toward climate-ready fisheries. The campaign will recruit anglers to take the helm as guardians of Tomorrow’s Fish and connect them with resources they can use to share their stories and call for action.