Project Description
The Fishing 2.0 project aims to increase voluntary catch reporting among Queensland’s recreational fishers using the QLD Fishing 2.0 app. By improving the quality and quantity of recreational catch data—especially for species like Spanish mackerel—the project supports evidence-based fisheries management and long-term sustainability. Funded by Fisheries Research and Development Corporation (FRDC), the project is delivered in partnership with SCF Australia, Currie Communications, Evidn, and Queensland Department of Agriculture and Fisheries. Social Marketing @ Griffith, played a central role in designing behaviour change strategies through stakeholder co-design.
Across four participatory workshops, recreational fishers helped shape campaign messaging, incentives, and app improvements. The tagline “Report today, Fish tomorrow” was developed to foster trust and collective action. Preferred incentives included $50 vouchers and 20% discounts, while suggestions for app enhancements ranged from gamification and recipe sharing to community-building features.
Project Personnel and Beneficiaries
The stakeholder co-design included 62 recreational fishers who participated in four workshops, contributing ideas, preferences, and feedback that shaped the campaign strategy. This participatory process-built trust and ensured relevance. The project primarily benefits recreational fishers in Queensland, by making catch reporting easier, more trusted, and more rewarding. It also benefits fisheries managers and policymakers, who gain access to more reliable data for stock assessments and sustainable decision-making. Ultimately, the broader community and marine ecosystems benefit through improved conservation outcomes, especially for vulnerable species like Spanish mackerel. By fostering a culture of stewardship, Fishing 2.0 contributes to long-term sustainability and shared responsibility for Australia’s marine resources.
Outcomes to Date
The project is now piloting these strategies with support from SCF Australia, Currie Communications, Evidn, and QDAF, guided by a robust Monitoring & Evaluation framework. Fishing 2.0 demonstrates how behavioural science and community engagement can transform voluntary reporting into a shared commitment to sustainability.
Project Significance
The Fishing 2.0 project is a vital step toward sustainable fisheries management in Queensland. Recreational fishers catch millions of fish each year, yet voluntary reporting remains low, limiting the data available to monitor stock health and guide responsible harvesting. Fishing 2.0 addresses this gap by making catch reporting easier, more trusted, and more rewarding through the QLD Fishing 2.0 app. The project uses behavioural science and stakeholder co-design to shift reporting from a niche behaviour to a community norm.
By improving species-level data, especially for vulnerable stocks like Spanish mackerel, Fishing 2.0 directly supports SDG 14: Life Below Water. It also contributes to SDG 12: Responsible Consumption and Production by encouraging more sustainable fishing practices, and SDG 17: Partnerships for the Goals through collaboration between government, academia, industry, and community.