There are only nine countries in the world where Greyhound racing is still legal – four are in the United Kingdom. Animal Aid came to us with a challenge; how do we enlighten the UK public about the harsh realities of this ‘sport’ with the right tone of voice? We are a dog-loving nation, but betting on greyhounds also has a personal, cultural resonance for many people. We leveraged the real, often confronting, tales of how greyhounds are treated in the gambling industry from a new angle. We are truth tellers – showing the sweet faces of these hounds in the London Underground and asking people; which side of history do you want to be on?