Animation

Darling Downs Moreton Rabbit Board

Gnawty Rabbits

The Client

In Queensland, keeping rabbits as pets or allowing them to live wild on your land is illegal. This is due to the huge economic impact rabbits have on agricultural communities, which is estimated at over $600 million per year in Australia. The Darling Downs - Moreton Rabbit Board (DDMRB) is the statutory authority responsible for managing rabbit populations, which they do by maintaining a 555km of rabbit barrier fence in South East Queensland, and by working with landholders to protect prime farmland and native ecosystems.

The Challenge

The Darling Downs - Moreton Rabbit Board engaged Ravel to develop a strategic awareness campaign designed to:

Highlight the significant environmental and agricultural damage caused by rabbits in Queensland, affecting both ecosystems and the livelihoods of local farmers
Educate the community that rabbits are a declared pest animal and are prohibited as pets in Queensland
Deliver these messages in a creative, accessible, and engaging way across multiple platforms, ensuring the key messages are received and understood by a broad demographic

The campaign specifically targeted:

Pet rabbit owners in South East Queensland
Farmers and landowners in South East Queensland
The broader South East Queensland community

Ravel's Solution

Ravel’s creative team produced a humorous animated campaign raising awareness that rabbits are illegal in Queensland. Designed for TV, website, social media, and billboards, the campaign delivered key messages in an engaging and memorable way. Ravel managed the full media strategy - including planning, buying, and placement - maximising reach and exposure across South East Queensland within the client’s tight budget.

Results

20,787

Plug Post Engagements on Facebook

18,257,015

Total audience reach across Gold Coast and Toowoomba regions reaching as part of a TVC on the Seven News Network

67,510

Video play throughs

41%

Increase of Facebook followers over the three-month duration of the campaign.

317,698

Targeted people reach through Facebook ads during a 3 month campaign

The work

Billboard mockup showing Lockyer Valley rabbit pest awareness campaign with villain cartoon character

Facebook ad mockup featuring wanted poster creative for a regional pest control awareness campaign

Campaign title card animation with illustrated villain rabbit character and confidential dossier design

Client Feedback

The DDMRB recently engaged Ravel 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 Ravel 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

Let's start your journey

P. 1300 867 678
E. hello@ravel.com.au

BRISBANE

75 Hope Street
South Brisbane QLD 4101

GOLD COAST

5/99 West Burleigh Road
Burleigh Waters QLD 4220