For over 20 years, ADWEEK has been honoring the most dynamic media plans and executions from around the world. This year, our Media Plan of the Year awards recognize honorees across 27 categories, ranging from Best Use of AI to Best Use of Streaming Media. Whether it was a campaign to counter an auto sales slump, build cross-generational love for a brand, or promote inclusiveness in the workplace, these media plans showed impressive results.

Recreational Boating & Fishing Foundation | ‘Find Your Best Self on the Water’

Media Agency: Colle McVoy

Honored in: Total Campaign $5 million-$10 million

Fishing may be one of America’s oldest pastimes, but women have long felt excluded from the sport.