The keeping of rabbits in Queensland is illegal, whether as pets or on wild on your land. 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 maintains 555km of Rabbit-proof fence in South East Queensland, as well as monitors compliance with the Biosecurity Act 2014.
The Darling Downs – Moreton Rabbit Board engaged Ravel to create a strategic awareness campaign which would meet the following requirements:
Raising awareness of the damage caused by rabbits to the Queensland economy and environment, as well as the livelihood of many Queenslanders
Educating the community that rabbits are a declared pest animal and are prohibited pets in Queensland
Presenting the information in an engaging, digestible and unique way, across various platforms, to ensure the key messages are received and understood by a broad demographic
The audience that the Darling Downs – Moreton Rabbit Board wanted to reach included:
Pet rabbit owners in South East Queensland
Farmers and landowners in South East Queensland
Wider South East Queensland community
Ravel’s creative team developed and presented a humorous and engaging campaign that increased awareness of the issues raised, especially that Rabbits are Illegal in Queensland. The campaign was developed to work across various content platforms including TV, Website, Social Media and Billboard. Ravel managed all aspects of media planning, buying and placement for the three-month duration of the campaign to get the most exposure and reach within the tight budget that the client had.
Plug Post Engagements on Facebook
Total audience reach across Gold Coast and Toowoomba regions reaching as part of a TVC on the Seven News Network
Video play throughs
Increase of Facebook followers over the three-month duration of the campaign.
Targeted people reach through Facebook ads during a 3 month campaign
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