Our mission: change public perception, educate families, and put pressure on policymakers.
Campaign One: “Easter Bunny in Crisis”
Objective
Stop the seasonal surge in impulse rabbit purchases over Easter and spotlight the hidden suffering behind the ‘cute Easter bunny’ myth.
Our strategy
With Easter approaching, we launched a national broadcast-led awareness campaign built around emotionally resonant storytelling and real-world rescue insights. We created a powerful narrative driven by RWAF’s frontline teams and their lived experiences.
Results
TV reach: 6,000,000
Radio reach: 33,311,000
Total audience: 39,311,000
Campaign Two: “Cuddles Turn Cruel”
Objective
Stop harmful rabbit petting sessions at UK farm parks and challenge the assumption that handling prey animals is ‘harmless fun.’
Our strategy
Ahead of October half term, Nobull and RWAF contacted 573 UK farm parks, urging them to end rabbit-petting practices. Only one venue- Bucklebury Farm in Berkshire (owned by Pippa Middleton and James Matthews) - responded positively.
We guided the farm through a full welfare-first transformation, filmed the entire process, and built a compelling PR narrative around leadership, responsibility, and progressive change within the sector.
The Results
The campaign generated:
· Combined reach: Over 1 billion
· National broadcast coverage
· Major national and international online and print media pickup
· Public support and amplification
· Endorsement from the RSPCA, adding significant authority and momentum
