Rabbits are a familiar symbol of the Easter holiday. In the days leading up to it, they appear on television commercials, gifts and chocolate, and stores are filled with stuffed rabbits. It is no surprise that children beg their parents for a bunny of their own. Ill-prepared to care for these often fragile and nervous animals, their "owners" often quickly tire of them. In the months following Easter, local animal rescue societies and rabbit rescues are flooded with ‘Easter’ rabbits, often already scarred by ill-treatment or ill from neglect. The unlucky ones are often just dumped in the wild where predators, cars, illness, and injury guarantee an early and miserable death.

The aim of Make Mine Chocolate!™ is to encourage people to purchase chocolate, chocolate or cuddly toy bunnies rather than live rabbits. In recognition of the fact that many people will hear of our campaign after they have acquired rabbits, we also aim to educate the public in the proper care and needs of pet rabbits.

Although the campaign is particularly focused on the Easter period, the aim of Make Mine Chocolate!™ is to spread the message of the plight of abandoned rabbits throughout the year, encouraging people to consider the needs and commitment involved in rabbit ownership.

The campaign is currently focussing on a three year plan, culminating in the call for an amnesty of rabbit sales during the Easter period:

•  Easter 2009 - Establish the Make Mine Chocolate!™ campaign in the UK
•  Easter 2010 - Introduce the Make Mine Chocolate!™ chocolate bunny
•  Easter 2011 - Call for a nationwide amnesty of rabbit sales during Easter

Don’t Forget:

A Real Rabbit is a BIG Commitment ... So Make Yours Chocolate!

For further information about the Make Mine Chocolate!™ campaign in the UK, including press packs and information on how you can help, please contact us at info@makeminechocolate.co.uk