The Australian Society for Kangaroos were awarded a $15,000 grant to fund the administrative and production costs of a television commercial entitled ‘Decimation of an Icon’. The ad strikes a contrast between the image of a mother and her Joey, and text telling the horror of the commercial slaughter, in order to highlight the plight of kangaroos. The commercial was launched at the Voiceless 2010 Annual Awards Event held at Sydney Town Hall.  It then aired hundreds of times on commercial and community television across regional and metropolitan Australia in July and August 2011, appearing on Channel Nine, Network Ten and WIN TV.