One Million Pets Campaign: Celebrating an Incredible Milestone
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Finding your perfect match
As PetRescue celebrated the incredible milestone of connecting one million pets with loving homes, we also looked to the future.
While the One Million Pets campaign celebrated everything PetRescue's community - including rescue organisations, councils, shelters, veterinarians, partners, donors, adopters and pet guardians - had achieved together over two decades, Perfect Match looked ahead, inspiring the next generation of pet adopters and reinforcing adoption as the first choice for Australians looking to welcome a pet into their lives.
A campaign inspired by modern dating
The creative idea:
Your perfect match isn't on a dating app.
They're waiting to be adopted.
Drawing inspiration from today's dating culture - dating apps, green flags, red flags, soulmates, situationships and the search for "the one" - the campaign used humour to reframe pet adoption in a fresh and relatable way.
At a time when many people were experiencing dating fatigue, Perfect Match offered a different perspective: pets provide the unconditional love, companionship and commitment that people are often searching for.
With playful creative and a cheeky twist on modern dating, the campaign reminded Australians that finding "the one" might be as simple as visiting PetRescue.
Taking the message nationwide
Perfect Match became PetRescue's largest outdoor advertising campaign to date, combining a national digital billboard campaign with supporting digital advertising.
The campaign delivered:
- 460 digital billboards nationally
- 395,003 billboard plays
- An estimated media value exceeding $200,000
Driving more adoptions
In response to falling adoption rates, the campaign encouraged Australians to start their search for their perfect match on PetRescue, helping keep adoption front of mind for anyone looking to welcome a pet into their family.
The campaign generated higher-intent traffic to the PetRescue website, connecting more prospective adopters with rescue organisations across Australia.
Alongside the One Million Pets campaign, Perfect Match helped:
- Reach 21.6 million Australians
- Increase PetRescue page views by 6.73%
- Increase pet listing clicks by 4.0%
- Increase pets saved by users by 3.4%
- Increase adoption enquiries by 0.45%
Looking to the next million
By putting a fresh, fun and unmistakably PetRescue spin on modern dating, the campaign reinforced adoption as the first choice for Australians looking for a pet.
Start your search for your perfect match here.
Campaign period: 14 April – 31 May 2026
