In June 1975 there was a rebellion against the Playboy system from within - from the Bunnies themselves! Shown above, numerous bunnies stood on the streets of Chicago holding placards displaying such messages as "We want to by keyholders too!", "Sex-lib OK! Bunny-Lib?", and "Why are we 'the untouchables'?". The Bunnies were denied a private personal life or from dating outside of work - and this demonstration helped to change all of that. Hefner paid attention and changed his rules.