A lost stuffed bunny is becoming an unlikely ambassador for safety and stewardship in Banff National Park as Parks Canada uses social media to try to reunite the toy with its owner. The plush rabbit — now known as “Bunff” — was left behind on a shuttle to Lake Louise or Moraine Lake earlier this summer. It was later turned in at the Lake Louise Visitor Centre, where staff decided to do more than place it in a lost-and-found bin. The bunny has since become a local celebrity online and social media posts from Parks Canada featuring Bunff have now been viewed more than 800,000 times. Bunff becomes educational campaign Blake Correia, an internet content and new media officer with Parks Canada, says the toy quickly stood out. “Every year, hundreds of items are lost in the national park,” he said. “Some of them are quite ordinary. But others, like this stuffed bunny, carry sentimental value, and we want to do everything we can to get them home.” Correia says staff also saw an opportunity to use the bunny in a creative way using the hashtag #LostBunnyInBanff to spread public safety tips. “Public safety is Parks Canada’s top priority,” he said. “The lost-stuffed-animal campaign gives us the opportunity to highlight some of those key visitor offers and reinforce some important public safety messaging, while also hoping to get this bunny home at the end of the day.” The team has since used the bunny to model responsible behaviour — including wearing a life jacket on paddling demonstrations and participating in self-certification messaging aimed at preventing aquatic invasive species. “Bunff has taken the shuttle to Lake Louise and Moraine Lake, to Waterfowl Lakes to take part in responsible paddling and on guided hikes through the Burgess Shale in Yoho National Park,” said Correia. “Most recently, Bunff went down 93 South to visit the historic Radium Hot Springs and was sporting a 1920s-style bathing suit.” Sonia Mahon, acting team leader at the Radium pools, says the visit drew smiles. “We set them up with a little historical suit and got to take some pictures,” she said. “It was a lot of fun.” Mahon says staff and visitors were also surprised by how widely Bunff’s story has spread. “Everybody was excited to see the photos come up from the hot springs and I hope they do find the owner. What a good ending to a story that would be,” she said. Visitors charmed by campaign Travellers from around the world who’ve crossed paths with the bunny say the story resonates. Andrea Lieberman, visiting from Sun Valley, Idaho, says she immediately thought of the child missing the toy. “I think it’s so sweet, and I so feel for the kid who’s missing this,” she said. “I just want to say to the kid who owns this stuffed animal that it’s been very well cared for while it’s still waiting to be reunited.” Lieberman likes the park’s use of the bunny to promote responsible recreation. “Superb,” she said. “What a great idea because this place is beyond compare — really, it’s so beautiful here.” Giselly Chacon, visiting from Mexico, also says the campaign caught her attention. “I think it’s really funny and so cute,” she said. She also appreciates how the photos help showcase the landscape. “To see the nature like you are showing in the campaign, it’s really fabulous,” she said. Donna Kinnaird, from Northern Ireland, says she connected with the story as a parent. “It’s lovely,” she said. “I have a daughter, so if she lost her stuffie today, I’d totally get it, so it’s nice that they’re trying to reunite this with their owner. “I also think this campaign really highlights how lovely the Canadian people are because everyone here is just so kind.” Attention growing, but still no leads The idea to share images of Bunff was inspired by a similar campaign from Parks Canada staff members in Gros Morne National Park in Newfoundland, where a stuffed avocado was left behind last year. “After nine months, they were actually able to reunite the stuffy with a family from Quebec using social media to give it some visibility, so we’re hoping for the same outcome here,” said Correia. Despite the campaign’s reach, staff say they still haven’t been able to trace the bunny’s owner, but they’re staying optimistic. Meanwhile, Correia says more adventures are planned in the future. “The comments on our social media posts have been really positive,” he said. “People have been calling for a children’s book and even a calendar, so it’s really incredible to bring together the community like this.”
