A CAMPAIGN to boost the recreational fishing community's involvement in fish habitat restoration was launched by OzFish Unlimited last week.

Through a series of powerful images, the online campaign switches the cliched bragging right photo of an angler and their catch with the waterways in focus instead of the fish.

Chief executive officer and founder of OzFish Unlimited, Craig Copeland said it was time to disrupt traditional thinking and turn attention to improving waterways instead of just the fish that are caught from them.

"We have noticed a distinct spike in the number of people worried about our waterways' health and concerned about the reduced number of fish, particularly after the recent bushfires ...