23red and the Environment Agency were working together to develop a campaign aimed at growing awareness, understanding and purchasing of fishing licences, while also encouraging uptake of angling as a leisure pursuit.

To inform campaign content and identity, insight was needed from both existing anglers (with varying awareness around the need for a licence) and potential anglers. We explored alternative identities and creative approaches to understand how each landed with the target: what they convey and how they fit with the overall communications task.