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Retired Greyhound Trust

Client Objective

  • Formulate a campaign to raise awareness of the overpopulation of black greyhounds and the ‘homing crisis’ – over 80% of the dogs in the Retired Greyhound Trust’s care are black and the trust is at capacity
  • Enhance the profile of the Retired Greyhound Trust through positive press coverage across national, consumer, online and broadcast media.
  • Deliver media coverage that will impact the number of donations received by the trust and increase the number of dogs homed.
  • Communicate key messages including the homing crisis for retired greyhounds and huge number of male greyhounds that need adopting across the media.

Originality and Creativity

We devised a campaign to highlight how stretched the trust’s resources are, resulting in a ‘homing crisis’. At the forefront of this, we emphasised the plight of black greyhounds – these dogs tend to be left in kennels for longer, as do males. We set out to emphasise that greyhounds make great pets for people with all lifestyles and urged those looking for a pet to consider a retired greyhound.

Strategy and implementation

We worked with the Retired Greyhound Trust to identify a volunteer who has homed over 5,000 dogs and used her story to spearhead the campaign. We were able to place case study lead pieces and a number of print online and broadcast features emphasising what great pets greyhounds (specifically black male greyhounds) make.

We also worked with celebrity ambassador Jilly Cooper to secure additional coverage, using Jilly as a spokesperson for the charity.

Results and evaluation

Over the course of the campaign, we achieved national print, online and broadcast coverage, with a total reach in excess of 103 million people. Coverage highlights included a feature in Chat Magazine, The Daily Express, The, London Live and a double page spread in pet magazine Dogs Today.

All coverage effectively conveyed the key messages of the campaign, in addition to upholding the charity’s positive relationship with the racing industry by maintaining a neutral stance and keeping the focus on the need to find homes for retired racers.

Featured publications

  • Daily Express
    Daily Express
  • Metro
  • Daily Telegraph