Free Puppies Forever is a subscription‑style program offering carers a free puppy along with food, vet care and holiday housing. When the puppy leaves for Seeing Eye Dog training, carers can take on another—creating a sustainable, long‑term solution to Seeing Eye Dogs Australia’s ongoing need for puppy raisers.

The campaign began by targeting Vision Australia members, then expanded through highly shareable social content, influencer seeding, targeted ads to dog‑interested Australians aged 29–50 and CRM‑linked communications driving people to an Open Day. Approved subscribers received a puppy and were encouraged to post photos, which fuelled a second wave of community‑driven promotion.

The initiative attracted national media attention, with coverage across 38 major online outlets and seven TV broadcasts. During the campaign, SEDA experienced a 336% increase in web traffic, a 13.5% lift in Facebook followers and $3.7 million in earned media from a $10,000 budget. It built a database of 2,570 potential carers—enough to place all 2016 puppies and create a waiting list. This success enabled SEDA to double its breeding program and significantly increase the number of trained Seeing Eye Dogs for Australians with vision impairment.

The strategy focused on three core steps: using shareable social content to reach young, socially conscious dog lovers; leveraging PR to maximise visibility and extend reach beyond paid media; and converting online interest into vetted carers through the Open Day, turning early participants into advocates who continued to attract more carers.