The ÒMake Mine Chocolate!ªÓ campaign to discourage the purchase of rabbits as Easter gifts faces a unique challenge. Rabbit purchasers are often first-time guardians with little previous experience with rabbits. The Columbus House Rabbit Society's challenge is to educate them before they make what is often an impulse buy. Although a significant amount of information about rabbit care is available through the Internet, the Internet's effectiveness requires the potential purchaser to be sufficiently motivated and committed to seek out information prior to the purchase. In order for this campaign to succeed, they are taking their message to the American public.

Check out their interesting marketing plan - Using ceramic pins in the form of chocolate bunnies as the symbol, the campaign's goal is to spread the message that rabbits should not be casual purchases and to educate the public about the special needs of these often-fragile creatures. The pins serve as conversation starters. Comments about the pin provide the wearer the opportunity to share our message with the general public. These informal conversations are supported by a card that is distributed with each pin, and by business cards that can be handed out to interested parties. Both the pin card and the business card list important facts that should be considered before bringing a rabbit into the home. Our goal is to educate the public of the challenges of properly caring for rabbits and to encourage them to purchase chocolate Easter bunnies (or stuffed toy animals) rather than live rabbits.

Check them out today!