Rabbit Welfare Association & Fund PR Campaign
Rabbit welfare is one of the most overlooked areas of animal protection in the UK. With 100,000 rabbits abandoned every year, a widespread lack of public education, and no licensing regulations for rabbit breeders, the Rabbit Welfare Association & Fund (RWAF) sought to drive both awareness and action.
The campaign aimed to influence legislation, calling for rabbit breeders to be licensed in the same way as dog breeders and to expose the hidden suffering behind Britain’s third most popular pet.
We aligned the campaign with the Easter Bank Holiday, a peak moment when families are especially receptive to the idea of rabbits as pets, ensuring our message landed when awareness was most needed. With this strategic timing, we launched a targeted broadcast push designed to thrust RWAF’s mission into the national spotlight, achieving broadcast coverage across key stations.