The fishing industry will attract the young generation
The purpose of this campaign it to present the fishing industry as an attractive place to work with a high degree of individual freedom. The average age of an independent fisherman is now above 50, so a new generation of fishermen is therefore much needed.
“Many young people have too much energy to sit in an office from 8 am to 4 pm. They would much rather be outside, using their physical strength and deciding over their own lives. As fishermen, they can do all this,” says Niels Wichmann, Chairman of the fisheries sector organisation the Fisheries Circle.
By focusing on individual freedom the fishing industry hopes to make young people aware of fishing on a par with other physically-oriented professions such as the training schemes of the building trades.
“Many erroneously see fishing as old-fashioned. On the contrary, it is an exciting profession with many interesting career opportunities for young people,” explains Niels Wichmann, and he continues:
“It is one of the few professions where you can combine the desire to be outdoors with the use of modern IT. There are also good opportunities for further training and to ‘captain your own boat’.
The campaign has two aims: to recruit more young people to the fishing industry and to raise young people’s awareness of the fishing profession, as is the case with the training schemes of the building trades.”
A massive radio campaign
The campaign addresses young people in their “language”. The focal point is therefore a radio spot with the punk-rock song “Rock ’n’ roll fisherman” (in Danish), which is about the freedom of working at sea. The choice of a punk-rock song is deliberate. The aim is to eliminate the idea of fishing as an old-fashioned profession.
As something new, the Fisheries Circle uses the radio as its primary media with a massive radio campaign to take place from mid-February to the end of March. One of the main reasons for this is that television has lost its strength as an advertising medium that targets the young generation. Radio has the huge advantage that it is possible to aim a dedicated advertising campaign at a young target group through stations all over the country.
Real young fishermen
The radio spots are supported by ads in the education newspaper Uddannelsesavisen and the youth monthly magazine Frikvarter, as well as posters for 400 primary and lower secondary schools. In the ads, young people meet “real young fishermen” who confirm that being a fisherman is an exciting profession.