case studies
Greyhounds As Pets
How six years of PR storytelling and digital marketing helped more 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 NEWS STORIES
160+
MEDIA ACTIVATIONS, PHOTOSHOOTS, FILMING DAYS & 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 GREYHOUNDS FINDING HOMES IN AUSTRALIA AND OVERSEAS (FY2024–25)
MEDIA COVERAGE INCLUDED
Watch: 7NEWS reporter Amy Clements meets the greyhounds waiting for homes in a Christmas adoption feature.
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.
IMPACT
From FY2020–21, the first full reporting period after our partnership began, to FY2024–25, GRNSW-assisted rehoming increased from 1,880 to 2,897 greyhounds a year — a 54% increase.
In FY2024–25 alone, our work with Greyhounds As Pets contributed to a 30.5% increase in pet placements, with 1,635 unique greyhounds finding homes across Australia and overseas.
We continue to support a shared mission: helping more retired greyhounds transition into pet life.
Every campaign puts the greyhounds at the heart of the story, showing Australians what lovable pets they make. Together with the dedicated team behind the program, our work has helped change perceptions, build awareness and increase adoption.
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 Facebook • Instagram • LinkedIn • TikTok
Testimonial
“Kellee has a genuine passion for greyhound welfare, and that comes through in everything she does. She is a valued extension of our team, bringing strategic communications expertise and creativity to every campaign. Her public relations work has been invaluable in securing significant media coverage and driving awareness of the Greyhounds As Pets program across New South Wales. Combined with her high-performing social media content, photography and video, her work has helped drive greyhound adoption and enabled more of our dogs to find loving homes.”
Mark Slater
Chief Welfare Officer
Greyhounds As Pets NSW
Grace meeting her new family at the Kellyville Pets Adoption Day.
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