Keepemwet Fishing—An emerging social brand for disseminating best practices for catch-and-release in recreational fisheries

•Catch-and-release in recreational fisheries can be a valuable conservation tool if anglers adopt behaviors that minimize impacts on fish.•Effectively communicating scientifically-validated best practices for catch-and-release could influence the social norm among anglers.•Employing creative marketing and branding techniques appear useful for popularizing scientifically-validated catch-and-release strategies.