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Federal Office of Public Health BAG Bunny Madness

Staying at home on Easter despite nice weather… Not easy to enforce, even in the present time.

The aim of the BAG’s Bunny Madness campaign was to raise awareness of the serious situation and to encourage people to stay at home in a ‘playful’ way.

Using Instagram Story, over 40 Creators created awareness for the app game “Bunny Madness”, which was designed to encourage people to stay at home. The Creators showed themselves at home playing Bunny Madness and challenged their followers to crack their own highscore. The main prize was CHF 500. Among the 44 Creators was Olympic Champion Wendy Holdener, who nominated Daniel Yule and Michelle Gisin in her Instagram Story and thus inspired these two Swiss Ski Stars to play Bunny Madness.

This unique Easter campaign exemplifies how Instagram Stories can be used to reach hundreds and thousands of views within days and how Content Creators can leverage their reach for purpose campaigns.


Story Views


Story Slides




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