New Zealand’s Little Helper

Enlisting the world’s most famous greyhound to help thousands more

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Greyhounds As Pets


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The fictional character prompted the biggest real-life rehoming in New Zealand’s history.

In 2025, the New Zealand Government banned commercial greyhound racing, leaving over 2,000 former racing dogs needing homes –– calling for the country’s largest rehoming effort ever. Adoption was limited by outdated perceptions, with many Kiwis seeing greyhounds as high-performance athletes, not gentle “couch potatoes.”
To shift perceptions, we enlisted the world’s most famous ex-racing greyhound, Santa’s Little Helper from The Simpsons, as New Zealand’s own Little Helper. But the canine's help didn't stay just little. Launched pre-Christmas, the campaign gained global attention, drove +102.5% website traffic, +92.9% applications and a 33-point lift in completed adoptions.

$0 artwork costs (thanks to The Simpsons). Reaching 103.6+ million people worldwide. And boosting adoption applications by 92.9%.

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