Make Mine Chocolate! 2005 Campaign
A big thank you to everyone who helped make the "Make Mine Chocolate!" campaign a huge success in its first year as a national campaign! We could not have done it alone.
Thanks to a grant from the Kenneth A. Scott Charitable Trust, a Key Bank Trust, we had the financial support we needed to cover our startup costs. Six major animal welfare organizations advertised our campaign on their websites and in their magazines, including the ASPCA, Best Friends, Doris Day Animal Foundation, and the Humane Society of the United States. Forty-five rabbit rescues, House Rabbit Society chapters, veterinary clinics, and animal product vendors partnered with us on this effort, placing a link to our website on their websites and offering our pins, magnets, and clothing. An international flavor was added when our campaign received mention on websites in South Africa and Canada.
Because of this support, the campaign was mentioned in articles that appeared in more than two dozen newspapers throughout the country, including Florida, Illinois, New York, North Carolina, Ohio, California, and Kentucky. Not only did community newspapers pick up the story but also large newspapers, including the Chicago Tribune and the Cincinnati Enquirer, chose to cover the campaign.
Through the efforts of the Las Vegas House Rabbit Society chapter, radio and television public service announcements (PSAs) were created using actor/comedian Rich Little as the narrator. The USA Network and the Discovery channel showed the PSA.
This campaign started with the modest goal of spreading the campaign's message through its symbol, the "Make Mine Chocolate!" pin. This year, 1732 more pins are being worn, as well as 410 t-shirts and 113 sweatshirts. More than 400 "Make Mine Chocolate!" magnets adorn refrigerators and doors.
We are now in the planning phase for our 2006 Easter campaign. In addition to expanding our partnership program, we have a new goal of reaching out to parents through educational and community channels such as religious organizations, schools, clubs, and home schooling organizations. We will also continue to grow our website learning center by adding new learning modules.
Our hope is that we can count on your continued support of the campaign. Stay abreast of campaign activities by regularly visiting our new weblog, which can be viewed here. Send us your comments, suggestions, and descriptions of what you're doing to spread the campaign's message. We'll post them on the blog.
Together, we can reduce the number of unwanted Easter rabbits.