The charity is using the Easter weekend as a news hook to emphasise that rabbits are 'complex animals' that require as much attention and commitment as cats and dogs.
It wants to educate the public about the 'true costs of keeping a happy bunny' and warn parents that rabbits are not recommended as childhood pets.
'The average rabbit lives for seven years and the cost of their upkeep can add up to over £3,000,' said Blue Cross adoption centre manager Julie Stone.
The charity wants to target parents and teenagers through national news media, particularly tabloids, and regional media near Blue Cross centres.
The move comes as the charity prepares to launch its first national advertising campaign for eight years, in an attempt to position the organisation as 'Britain's pet charity'. The campaign includes national press, magazine, outdoor and TV sponsorship.