Services
PR/ Communications
Media
The challenge:
In 2025, Happy Paws Happy Hearts marked 10 years of delivering programs designed to reduce social isolation and strengthen mental and emotional well-being through meaningful connections with animals in need. By bringing people and shelter animals together, the organisation supports individuals to build confidence, life skills and a sense of belonging.
The organisation wanted to use this anniversary moment to elevate awareness nationally, reinforce its impact, and spotlight the real stories behind the work.
The brief was to turn the milestone into an opportunity to secure meaningful, high-reach media coverage. They wanted to highlight lived experience, long-term outcomes for participants, and position Happy Paws Happy Hearts as a trusted, established organisation with a powerful human story at its core.
The numbers speak for themselves
1,000,000+
reached through earned media coverage
623,382
digital readership of New Idea, alongside 501,198 magazine readers
6
localised media releases drafted and pitched across the campaign
Our solution:
Superdream developed and delivered a national PR strategy that focused on storytelling through people, not just programs. We positioned founder Zoe Black as the face of the 10-year milestone, securing in-depth profile coverage in both Third Sector and ProBono Australia, reinforcing the organisation’s credibility within the not-for-profit sector while sharing the story behind its growth and impact.
To broaden mainstream reach, Superdream secured feature coverage in New Idea, showcasing Zoe alongside participants Maddie, Reubyn and Gruffyn. This coverage brought the Happy Paws Happy Hearts story into homes across Australia, translating impact into a highly relatable, human narrative.
The campaign also extended into broadcast media, with a televised segment on 10 News First as part of Daniel Doody’s Good News First feature. Filmed across Darwin and Brisbane, the segment featured Zoe and participant Rocky-Joe, with a special contribution from Maddie, capturing the national footprint of the organisation and the life-changing outcomes of its programs.
To further reinforce long-term impact, Superdream secured coverage in the Newcastle Weekly, highlighting participant Jax and his independence journey, including his bond with rescued dog Rocket. Each media placement was supported through social amplification to extend reach and reinforce campaign consistency.
The 10th anniversary campaign delivered strong national visibility and meaningful awareness outcomes for Happy Paws Happy Hearts. Across earned media appearances alone, the campaign achieved an estimated reach of over one million people. Beyond the numbers, the campaign successfully positioned Happy Paws Happy Hearts as a trusted, established organisation, reinforced founder leadership, and centred participant outcomes in a way that felt authentic, uplifting and aligned with the brand’s values.
