Petbarn Foundation celebrates 90,000 rescue pet milestone with new campaign via Howatson+Co
The Petbarn Foundation has reached a major milestone, with 90,000 rescue pets rehomed across Australia since 2012. To build on this momentum, the Foundation collaborated with creative, PR and influencer agency Howatson+Company for its latest Rescue Mission campaign, designed to drive adoption through a new, purpose-led strategy.
The milestone comes on the back of the latest iteration of the Foundation’s high-impact Rescue Mission campaign, which successfully connected 2,570 dogs and cats with new homes. By tapping into Australia’s burgeoning running culture, the campaign has successfully shifted public perception.
Facing “attitudinal complacency” and a perception barrier – where 66% of Australians wrongly believed rescue pets were “hard work”- the Foundation needed to move beyond awareness to belief.
Leveraging proprietary research that showed 97% of surrendered dogs thrive with active owners, the team executed a “show, don’t tell” strategy. By positioning rescue pets as the ultimate running partners, the campaign created a high-energy, community-driven movement.
At the core of the strategy was the appointment of Young Australian of the Year 2026, Nedd Brockmann, as alongside his rescue dog and Petbarn Foundation Chief Rescue Officer Dougie. By embedding their journey into digital platforms like Strava, TikTok, and Meta, the agency provided high-performance proof of a rescue pet’s potential, effectively connecting with the national conversation around fitness and mateship.
The campaign was further amplified through a collaboration with the Australian Firefighters Calendar. Their “hero-helping-hero” imagery reinforced the data that rescues thrive with active companions, using their high-engagement platforms to inject athletic, lifestyle-focused visuals into mainstream social feeds and driving a “Rescue Roadshow” that bridged the gap between social media and real-world activation.
Says Janelle Miller, Petbarn Foundation Manager: “Behind every rescue pet is a community of people who care. Rescue groups across Australia are doing incredible work, and it’s the kindness of everyday Australians – adopting, fostering, and volunteering – that helps turn second chances into new beginnings. Reaching 90,000 rescue pets is proof that when communities come together, truly life-changing outcomes are possible.”
Says Michael Rossiter, Group PR & Influencer Director, Howatson+Company: “Charity work often falls into the trap of tugging at the heartstrings. We wanted to do something different. We identified a data-match between the explosion of social running and the needs of rescue dogs. By appointing Nedd and Dougie as our leads and turning the campaign into a physical movement with the Rescue Run Club, we didn’t just talk about adoption – we created a cultural hijack that made rescue ownership feel aspirational, not a burden.”
The Petbarn Foundation has now donated $34 million to animal welfare since its inception, with the Rescue Mission continuing to operate as a blueprint for how purpose-led brands can leverage cultural trends to drive tangible social change.
Client: Petbarn Foundation
Creative Agency: Howatson+Company
PR and Influencer Agency: Howatson+Company
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