New Zealand has launched one of its most ambitious animal rehoming campaigns yet — and it stars one of television’s most beloved pets. Santa’s Little Helper, the famous greyhound from The Simpsons, is the face of a new Out-of-Home (OOH) and social campaign for Greyhounds as Pets (GAP).
This heartwarming initiative comes in response to the nationwide ban on greyhound racing, which will take effect in August 2026. The ban will retire more than 2,000 racing greyhounds, creating the largest animal rehoming challenge the country has ever faced.
A Pop-Culture Icon with a Purpose
The campaign, created by Special, one of New Zealand’s leading creative agencies, uses the global popularity of The Simpsons to drive empathy and awareness. By featuring Santa’s Little Helper, the campaign hopes to change long-held perceptions about greyhounds and encourage families to adopt them.
In the show, Santa’s Little Helper was famously adopted by the Simpson family on Christmas Eve. The timing of the campaign — just before the holidays — makes that story even more powerful. It reminds viewers that every greyhound deserves the same second chance.
As the agency explained, using such a recognizable pop-culture figure allows the campaign to “bridge emotional distance” and instantly humanize the cause.
OOH Campaign Brings Santa’s Little Helper to the Streets
The second phase of the integrated campaign is focused heavily on OOH placements across New Zealand. Partnering with major outdoor media companies such as Go Media, JCDecaux, and the Outdoor Media Network, GAP is taking the message nationwide.
The billboards feature scenes and stills from The Simpsons spanning its 36-year history, each showing Santa’s Little Helper as a loyal, gentle, and affectionate family member. These images serve as proof that greyhounds are not just racing dogs—they’re perfect companions.
According to GAP, the OOH rollout strategically targets urban centers and residential neighborhoods, areas where potential adopters are most likely to respond. The campaign’s design is simple but striking: bright yellow backdrops, familiar animation frames, and concise copy that encourages people to “adopt a friend for life.”
Changing Perceptions Through Popular Culture
For decades, greyhounds have been unfairly labeled as high-maintenance or overly energetic pets. However, GAP and Special wanted to challenge these stereotypes through emotional storytelling and cultural references.
Santa’s Little Helper embodies everything people love in a family pet — loyalty, kindness, and warmth. By associating the real-life adoption mission with this iconic cartoon character, the campaign bridges the gap between fictional affection and real-world action.
Moreover, the campaign’s message is amplified through social media storytelling. Short video clips, memes, and GIFs from The Simpsons are being used across Instagram, Facebook, and X (formerly Twitter), each paired with adoption links and location-based calls to action.
This dual OOH and digital strategy ensures visibility both on the streets and in people’s feeds — a perfect combination for driving real impact.
Christmas Timing with a Cause
The timing of the campaign is deliberate. The Christmas season is a period when families spend more time together and often consider adding a new pet to their homes. GAP’s team hopes to turn that seasonal sentiment into real adoption decisions.
By highlighting Santa’s Little Helper’s Christmas adoption story, the campaign emotionally connects with families and encourages them to “gift a home” rather than “buy a pet.”
Additionally, the initiative ties into a broader narrative of compassion and community responsibility as the country prepares for the 2026 racing ban.
A United Media Effort for a National Mission
The campaign’s strength lies in its collaboration. Multiple partners, including major outdoor media owners, animation rights holders, and animal welfare groups, joined hands to make it happen.
The OOH component gives the campaign unmatched visibility across highways, malls, and public spaces, while the social rollout brings emotional storytelling directly to people’s screens.
With thousands of greyhounds waiting for new homes, this united media effort aims to ensure that every retired racer finds a family.
Why This Campaign Works
Several factors make the Santa’s Little Helper OOH campaign stand out:
-
Cultural Relevance: Leveraging a character loved across generations makes the campaign instantly relatable.
-
Emotional Appeal: The adoption story connects deeply with families during the festive season.
-
Integrated Approach: Combining OOH visibility with digital storytelling amplifies the message.
-
Urgent Social Purpose: The campaign tackles a real, time-sensitive issue — rehoming thousands of dogs before the 2026 deadline.
By blending humor, nostalgia, and empathy, the campaign achieves what all great OOH storytelling should: it inspires action through emotion.
Conclusion
The Greyhounds as Pets (GAP) initiative, led by Special, goes beyond advertising—it’s a movement. By bringing Santa’s Little Helper to billboards and screens across New Zealand, it redefines how creativity can serve compassion.
As the country moves toward ending greyhound racing, this campaign offers a hopeful message: every greyhound deserves a loving home, and every adoption is a happy ending waiting to happen.
In the words of the campaign’s tagline — “Be someone’s Santa this Christmas.”
🇳🇿 New Zealand’s Top 5 Ad Agencies – Creativity That Leads the World
New Zealand’s advertising industry thrives on powerful storytelling, emotional intelligence, and a dash of Kiwi humour.
These five agencies are pushing creative boundaries, leading global campaigns, and shaping how brands communicate in the digital era.
Note: From award-winning campaigns to community storytelling,
New Zealand’s ad agencies continue to shape global creative trends —
proving that small markets can create big ideas with heart and impact.
