Bass Pro Shops founder Johnny Morris is sending a message to kids across the country: Get off your phones and go outside.

The conservationist is challenging families to put down their digital devices and head outside to “discover the joys of fishing this summer” by donating more than 50,000 rods and reels to nonprofit youth organizations nationwide to launch Morris’ “Gone Fishing” initiative — the largest donation in the event’s history, according to a news release. Bass Pro Shops, Cabela’s and Morris aim to help kids from all backgrounds connect to the great outdoors as part of a nationwide movement to introduce fishing to millions of kids.

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