Darling Downs Moreton Rabbit Board

Awareness Campaign

Did you know that pet rabbits are illegal in Queensland? In 2018 rabbits caused over $600 million in damages to the economic and environmental well-being of Queensland’s agricultural industry. The Darling Downs Moreton Rabbit Board leads the charge to eradicate the rabbit pest, providing invaluable knowledge of the problem and solutions to it.


Fotomedia was chosen to develop a funny, engaging and memorable awareness campaign. The first challenge was taking an adorable bunny rabbit and turning it into something the audience would perceive as a “bad guy”. The winning idea was to parody 1920’s prohibition gangsters, as their deceptive ways of hiding in broad daylight resonated with the idea that innocuous creatures, like rabbits, could be such a destructive force. This premise allowed our animation team to go full force with exaggerated situations, settings and characters!


The Awareness Campaign ran for a 3 month period and the deliverables includes a TVC, Social Media Videos, Campaign Website Video, Social Media Images and a Billboard design. Fotomedia also managed the media buying.


Client Feedback:

“The DDMRB recently engaged Fotomedia to put together television advertising and social media posts to promote that the keeping of rabbits was illegal in Qld and pointing out the damage that rabbits do to the environment. The Board found Fotomedia to be very professional in their approach and the finished product was innovative and edgy, resulting in a light-hearted approach to highlight a serious ecological issue. The Board has received much favourable comment so far, and we hope to work with them again in the future, should the opportunity arise.”

Ian Stevenson – CEO – Darling Downs – Moreton Rabbit Board

Main Video
Targeted to Landowners
Targeted to Rabbit Owners