Why did our Citizens’ Advisory Committee (CAC) decide to initiate this campaign? Because for years, many of the same issues about access, overcrowding, littering, aquatic nuisance species, etc. kept coming up in meetings—issues that are shared by many people out recreating, from fishing guides to kayakers. Everyone felt that something needed to be done. The CAC saw an opportunity to address this issue and, with the help of Bozeman-based agency Brickhouse Creative, was able to do so in a humorous-yet-meaningful way.

What are the specific goals of the campaign? Overall, to heighten awareness of river etiquette and shared use issues. The first four of those listed below were the issues targeted first, with more to be added to this list and communicated in television spots in the future:

• Boat ramp use (crowding, dawdling, etc.)

• Being a jerk (loud, inconsiderate and/or disrespectful behavior, etc.)

• Aquatic nuisance species (infestation of non-native species, transferring from waterbody to waterbody or from out of state)

• Crowding (consideration of other users, “hole hogging”, etc.)

• Littering (picking up yours and others’ trash, consequences of partying, sanitation, etc.)

• Trespassing (river access, high water mark, gates, etc.)

• Catch and release (proper techniques)