QLD Rabbit Board

About This Project

During my tenure at Ravel, I took the lead in securing the Darling Downs – Moreton Rabbit Board as a strategic client, driving the conceptualisation and execution of a dynamic awareness campaign targeting the profound economic and environmental impacts of rabbit infestation in Queensland.


Client Overview


The Darling Downs – Moreton Rabbit Board, entrusted with managing over 555km of rabbit-proof fencing and enforcing compliance with the Biosecurity Act 2014, plays a pivotal role in safeguarding Queensland’s agricultural communities.


The Challenge


Tasked with raising awareness about the illicit nature of rabbit ownership in Queensland and the severe repercussions of rabbit proliferation, our campaign aimed to educate and engage diverse segments of the community, including pet rabbit owners, farmers, and the wider South East Queensland populace.


The Solution


As the driving force behind the campaign, I led all aspects of client management, campaign strategy, and production oversight. Collaborating closely with Ravel’s creative team, I contributed to the development of a humorous and captivating campaign that effectively communicated the message that rabbits are prohibited pets in Queensland. From brainstorming sessions to media planning and buying, I ensured that every aspect of the campaign aligned with the client’s objectives and budgetary constraints.




The impact of our initial 3 month campaign was significant and measurable:

  • Over 20,800 Post Engagements on Facebook
  • A staggering total audience reach of 18,257,015 across the Gold Coast and Toowoomba regions through TVC on the Seven News Network
  • 67,510 video play-throughs
  • 217,000 Youtube video views
  • A remarkable 41% increase in Facebook followers over the three-month campaign duration
  • Targeted reach of 317,698 individuals through Facebook ads


Furthermore, our campaign garnered industry recognition, winning multiple prestigious BADC Awards, underscoring its effectiveness and creativity in addressing a critical environmental and economic issue.


The success of this campaign led to further campaigns as well as a rebranding and visual identity design as well as a website design and development project.

Account Management, Advertising Creative, Marketing, Media Planning & Buying, Strategy