Case Study: Rabbit Welfare Association & Fund
Featuring Rae Walters (CEO) and Christine Lines
Background
The Rabbit Welfare Association and Fund is a charity specialising in creating better tomorrows for all pet rabbits through education, advocacy, campaigning and professional training. The organisation have been instrumental in changing perceptions of rabbit keeping and currently have codes of practice published on their website. They have "rabbit friendly" accredited veterinary practices and have a number of active welfare campaigns including "A hutch is not enough", "The Capone Campaign" and "Say no to school rabbits". To date they have activeley identified over 500 unlicensed breeders, changed the practices of petting farms and support Rabbit Awareness Week. They also have a membership and magazine providing eductional resources and a comprehensive suite of online educational resources.
All Tails Media was approached by the charity to produce a series of educational videos with charity volunteer Christine Lines, providing long form and short form videos for social media and their website.
Rae and Christine are extremely passionate, kind and caring and it has been my pleasure to work for such a special charity giving a voice to the all too often overlooked rabbits in the UK. The charity employed All Tails Media to work with Christine Lines and her rabbits to produce a series of educational video content for the RWAF social media and website. Christine was fun to work with and I now recognise both Rae and Chris as part of my little tribe of animal loving friends!
Victoria, Creative Director, All Tails Media
Our Approach
Following an an interview feature with Rae on our on All Tails Media podcast "Fur Goodness Sake.". Rae approached All Tails Media with a project specification to produce a series of educational videos to update the RWAF's current resources and to populate the charity's social media.
The shoot took place on location with Christine Lines, a volunteer educator across two days of filming.
We provided lighting equipment, professional sound recording equipment as well as a videographer and assistant. Christine presented with the help of our autocue software and we produced a mix of formally presented footage alongside b-roll footage of rabbits interacting with the environment, covering various topics organised by Christine.
With such an outstanding combination of creativity, expertise, and animal understanding, she was the obvious choice for our project.
We would recommend Victoria and All Tails without hesitation.
Rae Walters, CEO Rabbit Welfare Association and Fund
Delivery
The final full resolution videos were edited to include the charity's branding. The footage was arranged in a format with curated hooked questions to peak the interest of viewers and was delivered with embedded metadata to improve the ability of the target audience to find the content on YouTube and the website.
The long form videos are currently being repurposed and reproduced by us to meet the needs of TikTok and Instagram to further drive traffic to the longform educational content. We heavily recorded B-roll content to ensure that a mix and match approach could be used in the future to repurpose video for a number of themes in the future.
You can click here to access full videos
Full Testimonial
"We first became aware of Victoria and All Tails when she approached us to record a podcast together. Victoria was immediately warm, engaging, and incredibly easy to talk to, and the recording itself was both fun and highly professional.
At the time, I had already been searching for someone to create content for our YouTube channels, so before we recorded, I took the opportunity to look into All Tails. I was genuinely impressed by Victoria’s unique background; not only is she a master photographer with exceptional technical skill, but she is also a qualified in animal behaviour and welfare. With such an outstanding combination of creativity, expertise, and animal understanding, she was the obvious choice for our project.
Victoria has since created both our YouTube content and short-form social media content, and we couldn’t fault a single thing. Her work is polished, thoughtful, and aligned perfectly with our brand. On top of that, she was an absolute pleasure to work with from start to finish.
We would recommend Victoria and All Tails without hesitation." - Rae Walters, Rabbit Welfare Association and Fund
Interested in finding out more about the wonderful RWAF? Click the logos below and pop over to their web site to explore the work that they do!
