Fishing with Warriors engaged Plumb to help re-brand and rejuvenate their website and elevate their mission. Fishing with Warriors connects Military Veterans with world-class sport activities like fishing at no cost to the veterans. Fishing with Warriors provides a trip of a lifetime to our deserving American Heroes. Our communications strategy was to create more awareness of the program and the benefits of an “all natural way” to combat stress and create a bridge to get our Veterans back into the real world. Our core principles where empower, excite and educate. We created opportunities for friends and family to nominate Veterans who might be reluctant to reach out for themselves. We encouraged personal connections and conversations to stimulate a deeper connection and bond, so they left the experience with more than memories of that one fish that got away. Our creative strategy was to focus on emotion and the feeling of an all-natural escape. We focused on nature and its raw power to transform us, create calm and inspire our souls. We focused on the power of friendship and sharing a common experience and creating an all-in-this-together attitude. The visuals were naturally powerful-Mother Nature does that kind of thing. We wanted to capture the pure JOY of fishing and the JOY of new Friendships. Our goal was to inspire our Veterans to Go fish, to get outside and get immersed in the natural environment.