The plight of the rescue pet.
With adoption rates plummeting and shelters overflowing, RSPCA NSW faced a challenge: how to change the perception of rescue pets and make adoption the first choice for would-be pet owners. Many of these animals had been surrendered post-pandemic—victims of buyer’s remorse after the lockdown pet boom. Meanwhile, the rise of designer poodle crossbreeds (the Oodles) had driven demand toward unethical puppy farms rather than reputable breeders, leaving rescue animals overlooked.
Creating the world’s newest dog breed.
We believe that rescue pets are in a breed of their own. So, with the RSPCA, we made it official.
Introducing: The Rescuoodles, the world’s newest breed.
Every breed has an identity/a brand/a name that identifies them as unique. Now rescue animals do too. ‘Rescuoodle’ is a cheeky new breed name that elevates rescues to the same status as our favourite designer breeds - by treating them like one. It will inspire Aussies to open their hearts and homes to these adorable animals by disrupting negative stereotypes around shelter pets.
Launching to the world.
We partnered with celebrity vet Dr Lisa Chimes (Bondi Vet) who owns 2 rescues herself to launch the Rescuoodles through TikTok and earned media.
Taking it to the people.
In partnership with the Dog Lovers Show, we spread of the word of the latest breed to Australia. We had over 150 people sign certificates certifying their rescues as Rescuoodles.
But this wasn’t just a campaign, it was a fundamental shift in how we represent rescues.
Our commitment to rebranding rescues as ‘Rescuoodles’ went far further than ads, the entire RSPCA NSW website was updated with the moniker.
The nation jumped on board.
It wasn’t just the statistics which showed the love Rescuoodles were getting, it was the comments on social media, the …
15m
Rescuoodles content garnered 15M+ views on TikTok in less than 2 weeks
500,000
The campaign drove more than 500,000 visits to adoption pages on the RSPCA NSW website
70%
The campaign generated a 70% increase in adoption searches on RSPCA website vs previous months (Sep-Oct average)
