The Simpsons take center stage in a heart-led public campaign from Greyhounds As Pets (GAP), created to help rehome more than 2,000 retired racing greyhounds across New Zealand before the nationwide racing ban begins in August 2026. Blending OOH Outdoor and Social, the campaign uses officially licensed scenes from the iconic series to shift perceptions, build empathy, and spotlight one of television’s most beloved dogs: Santa’s Little Helper.
A cultural icon steps in to help
For the first time, The Simpsons universe has been officially licensed for a pet-adoption initiative. The campaign features warm, familiar scenes of Santa’s Little Helper — the greyhound introduced in the 1989 Christmas special — living everyday moments with the Simpson family.
These visuals transform a pop-culture symbol into a powerful advocate for real dogs in need. Each execution carries simple, emotionally resonant lines such as “Greyhounds are great family dogs” and “Greyhounds are great best friends.” The goal: reshape how people see this gentle breed and highlight their natural fit in loving homes.
OOH built to spark empathy and action
In cities across New Zealand, the campaign stands out through its simplicity and emotional clarity. Instead of dramatic messaging, it relies on relatable, heartfelt moments drawn from the show — moments viewers have known for decades. This familiarity becomes a bridge, connecting audiences with the thousands of greyhounds awaiting adoption.
The outdoor executions are clean, warm, and strategically minimal. The recognizable art style of The Simpsons gives the campaign visibility across billboards, bus shelters, and large-format placements, ensuring the message reaches commuters, families, and passersby throughout the country.
A timely campaign with real urgency
New Zealand’s decision to ban greyhound racing by August 2026 created an immediate challenge: finding homes for over 2,000 dogs exiting the industry. GAP’s campaign, crafted by Special New Zealand, launches ahead of peak holiday adoption season — a period of both high interest and high risk of later abandonment.
By connecting the issue with holiday warmth and the emotional pull of nostalgic characters, the campaign encourages families to consider not just adopting a dog, but committing to a lifelong companion. It’s a strategic blend of timing, storytelling, and purpose-driven marketing.
From beloved TV dog to real-world advocate
Santa’s Little Helper is more than a character — he’s one of the most recognizable dogs in global entertainment. His presence in the campaign triggers a natural association: if a greyhound fits into the famously imperfect yet loving Simpson household, then they can thrive in any real-world family.
This connection elevates the campaign beyond awareness. It becomes a cultural moment where fiction supports reality, using affection for a cartoon dog to improve the lives of thousands of real ones.
Final thoughts
By combining nostalgia, pop culture, and purpose, Greyhounds As Pets delivers an OOH campaign with both heart and impact. The use of The Simpsons brings mainstream visibility to a serious issue, proving how creative licensing and emotional storytelling can drive meaningful social change.
With the future of thousands of greyhounds on the line, this campaign does more than raise awareness — it inspires empathy, shifts perceptions, and encourages families to open their homes to a dog who needs a second chance.
FAQs about this campaign
What is the Simpsons x Greyhounds As Pets campaign about?
It’s a nationwide OOH initiative in New Zealand using officially licensed scenes of The Simpsons—mainly Santa’s Little Helper—to encourage adoption of over 2,000 retired racing greyhounds.
Why did GAP use The Simpsons for this campaign?
Santa’s Little Helper is one of the world’s most recognizable greyhounds. His connection to the Simpson family helps audiences instantly relate and rethink stereotypes about the breed.
How does OOH play a key role?
Billboards and transit placements showcase warm, familiar scenes that spark emotional connection, helping shift public perception from ‘racing dog’ to ‘loving family pet’.
Why is the campaign urgent?
New Zealand’s ban on greyhound racing starts in August 2026, meaning thousands of dogs must be rehomed before shelters exceed capacity.
What can brands learn from this collaboration?
That pop culture partnerships—when authentic—can amplify purpose-driven work. By combining nostalgia, creativity, and OOH, brands can inspire meaningful social action.
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