Keep Fish Wet
No Fish Dry July Campaign

No Fish Dry July campaign for Keep Fish Wet, a 501(c)3 nonprofit, dedicated to promoting the use of science-based best practices to catch, handle, and release fish. We worked closely with KFW to develop this national challenge to not take a single fish picture during the warmest month of the year. The goal was twofold; release the fish back in the water as quick as possible to ensure its safe return and change the social norm of needing a “grip n grin” of your capture. In lieu of a fish pic, we encouraged participants to capture all of the other beautiful aspects of fly fishing— your water, journey, gear, and friends.

The campaign was shared by @patagonia_flyfish, @troutunlimited, @sweetwaterbrew, @unitedwomenonthefly along with numerous fly shops and brands around the country.