Fishing just got very sexy and very shaken as the Environment Agency launches its latest “James Pond – Licensed to fish” campaign reminding anglers in the North West of England they need to have a valid rod licence before going out to fish.
The “Now Pay Attention, Mr Pond” campaign is the blockbuster sequel to last year’s highly successful “James Pond – Licensed to Fish” campaign which helped boost licence sales by nine percent (9%).
Mr Pond is joined in the campaign by his very own ‘Pond Girl’, Miss Deepwater, who will be reminding anglers that if they’re caught fishing without a licence they face a fine of up to £2,500 as well as having their tackle seized. 
“You can catch Mr Pond – Licensed to Fish and Miss Deepwater in advertisements and posters and on Environment Agency vehicles throughout the North West region,” explained Environment Agency Communications Officer Rachel Fielding.
“The concept is building on the success of the 2007 “James Pond – Licensed to Fish” campaign, playing homage to iconic lines and imagery, creating a strong message to ensure real stand out in the angling community.
“Those who dodge the licence fees cheat fellow anglers of vital investment in their sport. Rod licence fees are essential in improving and maintaining our fisheries. This year we will invest nearly £34m in fishing across England and Wales, with £23.4m of this coming directly from anglers.”
The campaign is a collaborative project between the in-house Environment Agency North West Corporate Affairs Team and Manchester-based Vivid. 
Campaign details:-
Photographer: Daniel Walmsley.
Environment Agency Account Manager: Rachel Fielding. 
Vivid Account Manager: Alexis Bird / Rachel Emson
Vivid Creative Director: Karl Sanderson
Budget: £10,500
Tactics: posters distributed by Environment Agency officers at fishing venues and tackle shops, local newspaper advertising, banner ad on and magnetic signage for Environment Agency vehicles.  

In 2007 more than 4,300 anglers appeared in front of judges across England and Wales for fishing without a valid rod licence. They paid nearly £610,000 in fines and costs. In addition 35 anglers received cautions from the courts, a man from Hastings was banned from fishing for one year and a man from Staines was banned for two and a half years.

Anyone 12 years old or over who wants to fish for salmon, trout, freshwater fish and eels in England and Wales and the Border Esk in Scotland requires a licence from the Environment Agency. Failure to have a licence is an offence. Those caught fishing illegally face tough penalties, including fines of up to £2,500 and a ban from fishing.

Rod licences expire on March 31, 2008. Buying a new licence couldn’t be easier – around 15,000 Post Offices and other outlets sell them; a direct debit can be set up, and they can be purchased over the phone (0870 1662662) or on-line at <>  any time, day or night.