It will look to target paddlers of all ages and skill levels around the world, to encourage them to participate in the sport.

"One particular area of interest for the ICF right now is connecting with recreational fans across canoe, kayak and also stand-up paddleboard, which is one of the fastest growing sports in the world," said ICF digital media manager Adam Collins.

"As an international federation during a global pandemic, it's vital we encourage people to explore new ways to exercise.

"This is just one of the things we hope to achieve with the campaign."

Collins added that the partnership with Redtorch was "exciting" and he is looking forward to working on an "innovative project".

Redtorch has many partnerships in sport including with the Association of National Olympic Committees and the International Skating Union.

It also compiles the annual #SportOnSocial rankings, which assesses the work of IFs' social media and marketing.

"This is a really exciting brief and we are looking forward to developing a campaign that will help the ICF develop its brand beyond sport into the world of active lifestyle, travel and recreation," said Redtorch creative director Matt Weiner.

"This is a fantastic example of the way our data, strategy and creative teams work with organisations to identify and deliver audience growth."

The campaign is set to launch in February and will run until May.