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case studies

Greyhounds As Pets 

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How six years of authentic storytelling, strategic communications and digital marketing helped more
retired racing greyhounds find loving homes.

Since 2020, We Love Media has partnered with Greyhounds As Pets NSW (GAP) as an extension of the organisation's marketing and communications team, delivering integrated public relations, digital marketing and community engagement strategies.

In Partnership Since 2020

HUNDREDS OF MEDIA PLACEMENTS

NATIONAL PR CAMPAIGNS, STRATEGIC PARTNERSHIPS, AMBASSADORS & ADOPTION STORIES

160+

MEDIA ACTIVATIONS & ADOPTION EVENTS COVERED

300+

ORIGINAL SHORT-FORM VIDEOS CREATED

THOUSANDS  OF ORGANIC SOCIAL MEDIA POSTS 

HIGH-PERFORMING ORGANIC FACEBOOK, INSTAGRAM & TIKTOK REELS, STORIES & STATIC POSTS

30.5%

INCREASE IN PET PLACEMENTS, WITH 1,635 UNIQUE GREYHOUNDS FINDING HOMES IN AUSTRALIA AND OVERSEAS (FY2024–25)

MEDIA HIGHLIGHTS

7NEWS • TODAY • SUNRISE • 2GB • NBN NEWS • 2DAY FM • GOLD 104.3 • 9NEWS • NEWS.COM.AU • THE DAILY TELEGRAPH • THE SYDNEY MORNING HERALD • THE PROJECT • NOVA 96.9 • KIIS 1065 • THE CANBERRA TIMES • HERCANBERRA •

TIME OUT • 10 NEWS FIRST

Overview

ABOUT

THE OPPORTUNITY 

WHAT WE DID

Greyhounds As Pets (GAP) is a not-for-profit initiative coordinated by Greyhound Racing NSW, dedicated to helping retired racing greyhounds find loving homes across New South Wales. 

Six years ago, many Australians had never met a retired racing greyhound. For many, the breed remained largely unknown, as did its attributes, including a calm demeanour, affectionate nature, and suitability for family life. The opportunity was to introduce this unexpected perfect pet to a wide range of Australian households, from seniors to young couples, singles, young families, homes with other pets, and even apartment dwellers across urban and regional communities.

We delivered integrated campaigns across public relations, photography, videography, social media, media relations and community engagement, working alongside leading Australian entertainers and sporting personalities, including Todd McKenney, James Tedesco, Ryan Papenhuyzen and Mitchell Moses, to raise awareness of greyhound adoption and introduce the breed to new audiences.
 

From major adoption events and national media opportunities to always-on content across social media, every campaign was designed to introduce Australians to the calm, affectionate, and often misunderstood personalities of retired racing greyhounds. This integrated approach helped support greyhound adoption while building one of Australia's most recognised pet adoption brands.

  • 6 years of partnership

  • 160+ adoption events and media activations

  • 315+ original short-form videos produced

  • 5,000+ campaign and event photographs created

  • Hundreds of media placements across metro and regional Australia

  • Millions of organic social media views

  • Thousands of adoption enquiries, applications and adoptions generated

  • Ongoing community growth and engagement

IMPACT

We continue to support a shared mission: helping more retired racing greyhounds find loving homes across New South Wales. Since 2020, we've delivered strategic marketing and emotional storytelling to help support one of the organisation's strongest rehoming periods. In FY2024–25, this collaborative approach contributed to a 30.5% increase in pet placements, with 1,635 unique greyhounds finding homes across Australia and overseas.
 

Every campaign celebrates the people behind the program and, of course, the greyhounds at the heart of every story. Their gentle nature, quirky personalities, good looks and charm continue to change perceptions and win hearts.

Discover the Greyhounds As Pets program, explore upcoming adoption events and meet the greyhounds ready for adoption. Visit gapnsw.com.au
 

Follow Greyhounds As Pets on FacebookInstagramLinkedInTikTok

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Grace meeting her new family at the Kellyville Pets Adoption Day.

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Based in Bondi Junction in Sydney's Eastern Suburbs, We Love Media is a public relations, performance marketing and lead generation agency helping property developers, luxury, tourism, lifestyle and purpose-led organisations across Australia build stronger brands, generate qualified demand and drive sustainable growth.

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