Retired Greys

Retired Greys Inc. (RGI) is a small non-profit dedicated to rehoming Greyhounds post-racing career. The greyhound racing industry has historically faced negative public perception and a lack of trust with media outlets, often operating as a closed community. RGI sought to overcome this skepticism and demonstrate a commitment to animal welfare by actively engaging with the media, a groundbreaking and challenging step for the organisation and the wider industry.

1. Increase Greyhound Rehoming Rates: Improve the number of Greyhounds successfully rehomed.
2. Challenge Industry Perceptions: Demonstrate the effectiveness and benefits of media engagement within the greyhound industry.
3. Improve Public Trust & Education: Provide accurate, lawful information to the public, fostering open discussions about Greyhounds and their retirement care.
4. Boost Website Traffic & Sales: Drive genuine Australian inquiries to the RGI website and increase sales of merchandise (collars, winter coats).

RGI secured a crucial discounted advertising package with The Breeze radio network, requiring significant internal advocacy to secure sponsorship. This partnership allowed RGI to experiment with a new approach to community engagement, breaking down historical barriers between the greyhound industry and media. The strategy focused on continuous radio presence to build long-term brand awareness, complemented by specific content, such as “Jodie’s social media clip,” which gained significant traction within the industry. RGI recognised their cautious online target audience and used radio to publicise pop-up market days, allowing for face-to-face interaction and trust-building.

The campaign delivered substantial and measurable success for Retired Greys including:

• Increased Rehoming: RGI successfully rehomed 22 Greyhounds in the entire 2024 calendar year. By May 28, 2025, they had already rehomed 19 Greyhounds, demonstrating a significant acceleration in placements.
• Proven Media Effectiveness: The direct correlation between radio ad plays and website traffic, confirmed by analytics (with GEO, VPN, and Bot blocking for genuine Australian enquiries), unequivocally proved the effectiveness of media partnership, challenging long-held industry skepticism.
• Enhanced Sales: Sales of merchandise, including collars and winter coats, saw a marked improvement beyond their traditional pop-up market days, indicating increased brand recognition and demand generated by the radio campaign.
• Industry & Public Impact: The partnership fostered open discussions about Greyhounds and their welfare within the industry, and by providing lawful information, it encouraged the public to form informed opinions rather than relying on assumptions.

This campaign showcases the power of strategic media partnership in driving tangible results and fostering positive change, even within historically guarded industries.