SWM’s in-house creative content studio, MINT launches The 2024 PerthNow Pet Census

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SWM’s in-house creative content studio, MINT launches The 2024 PerthNow Pet Census

For the third year in a row, MINT, the in-house creative content studio for Seven West Media have launched the PerthNow Pet Census, a campaign sponsored by RAC Insurance.


The spark for this idea came in 2021 when the quinquennial Australian Census occurred. With the honoured role pets play in Australian families, it’s a wonder why they were not counted in the 2021 Australian Census.

Capitalising on the community’s desire to have their pet’s voices heard, the idea for PerthNow Pet Census was born. And with this campaign, PerthNow hope to grow brand recognition for RAC Pet Insurance amongst WA pet owners.

Hosted as a standalone webpage, PerthNow invite users to take part in the 2024 PerthNow Pet Census. It’s an opportunity for pet lovers of Western Australia to share information about their beloved pet – such as their pet’s name, age, and breed; their regular pet-friendly parks and venues and how much they’ve spent on their pet in the past 12 months.

As an incentive, PerthNow and RAC are giving away five prizes from a prize pool of $3000*.

Results from the census – such as Perth’s top breeds, pet names, dog parks and more – will be released on the PerthNow Instagram page in May.

Nahum Hendricks, Creative Director, MINT Content Studio, said: “Without a doubt, The PerthNow Pet Census project is a favourite every year! Not only do we get to work with the CUTEST pets, but we’re able to attract the right audience with ease, creating an environment for RAC to position themselves as WA’s trusted pet insurer.”

Damien Van Pelt, General Manager Product & Sales, RAC Insurance, said: “RAC is proud to support The PerthNow Pet Census, it’s a great way for us to reach and engage with WA pet owners and find out more about their furry friends.”

This 4-week campaign is currently being promoted across PerthNow and is being housed on the Pet Census webpage with a video on PerthNow’s social media.

Client: RAC Insurance
Campaign Manager: Stephanie Arcorace
Agency: Group Yellow
Investment Partnerships Associate Director: Monica Gothivrekar
Senior Investments Executive: Tia Sullivan
Creative Studio: Seven West MINT
Creative Director/Executive Producer: Nahum Hendricks
Producer: Jesse Daniels
Videographer: Louis Taylor
Graphic Designer: Todd Pascoe
Account Manager: Siahn Nardi
Digital Account Executive: Zoe Mitchell
Project Manager: Jacinta Houzer
Campaign Executive: Leoné Pretorius

T&Cs apply.