Brandwave

Bird Rescue vs SAFE:Which is more popular?

In September 2026, SAFE had more branded searches than Bird Rescue among animal welfare charities in New Zealand. SAFE had about 490 branded searches, while Bird Rescue had 190. SAFE made up 1.2% of all animal welfare charity searches we track, and Bird Rescue accounted for 0.45%. When we asked ChatGPT and Google AI Overviews about animal welfare charities, SAFE appeared in three of the five answers and Bird Rescue in none.

Among animal welfare charities in New Zealand in September 2026

Who do people search for more?

SAFE, about 3 searches for every 1 for Bird Rescue

SAFE 490 searchesBird Rescue 190 searches

Who does AI mention more?

SAFE, mentioned in 3 of 5 answers, Bird Rescue in 0

SAFE in 3 of 5Bird Rescue in 0 of 5

Who does AI recommend more?

SAFE, the only one of the two named

SAFE first in 3Bird Rescue never named

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Top animal welfare charities in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, SAFE was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Bird Rescue did not appear in any of the five answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. SPCA1st
  2. HUHA2nd
  3. SAFE3rd
  4. Paw Justice4th
  5. Guide Dogs NZ5th
  6. Bird Rescue–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • SPCA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HUHA5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SAFE3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Guide Dogs NZ1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Paw Justice1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bird Rescue0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about animal welfare charities

5 answers

  • Asked ChatGPT

    “Which animal welfare charity should I join in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What are the best animal welfare charities in New Zealand?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Asked ChatGPT

    “What's the best animal welfare charity in New Zealand for animal lovers?”

    1. 1SPCA
    2. 2SAFE
    3. 3HUHA

  • Searched Google, AI Overview

    “animal welfare charities”

    1. 1SPCA
    2. 2HUHA
    3. 3Paw Justice
    4. 4Guide Dogs NZ

  • Searched Google, AI Overview

    “charities for animals”

    1. 1SPCA
    2. 2HUHA

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Is Bird Rescue or SAFE more popular in search?

This chart shows how often people search Google for Bird Rescue and SAFE by name. Each line represents a brand's share of searches for all six animal welfare charities we track, month by month, from searches in New Zealand.

Bird Rescue and SAFE among animal welfare charities in New Zealand, by month

Share of searches by month for SAFE, Bird Rescue. The figures are in the table below the chart.

View monthly share of searches table
MonthSPCAHUHASAFEGuide Dogs NZBird RescuePaw Justice
Oct 202596.6%0.55%1.2%0.53%0.96%0.22%
Nov 202595.8%0.67%1.2%0.74%1.5%0.17%
Dec 202596.2%0.57%0.96%0.62%1.5%0.17%
Jan 202696.6%0.42%1.1%0.6%0.99%0.25%
Feb 202696.6%0.62%1.1%0.73%0.65%0.25%
Mar 202696.8%0.52%1.2%0.85%0.45%0.26%
Apr 202696.9%0.66%0.94%0.73%0.38%0.4%
May 202697.2%0.82%0.94%0.61%0.26%0.21%
Jun 202697.3%0.59%0.95%0.62%0.28%0.21%
Jul 202697.5%0.48%0.96%0.5%0.36%0.22%
Aug 202696%1.3%1.4%0.62%0.36%0.26%
Sep 202696.1%1.5%1.2%0.57%0.45%0.17%

How has the Bird Rescue and SAFE comparison changed over the last 12 months?

3 findings
  • The lead changed hands 2 times in the 12 months ending September 2026: Bird Rescue took it in November 2025, SAFE took it in January 2026.
  • Across the 12 months ending September 2026, Bird Rescue’s share of searches among animal welfare charities in New Zealand moved from 0.96% to 0.45%, and its estimated monthly branded searches moved from 400 to 190.
  • Across the 12 months ending September 2026, SAFE’s share of searches among animal welfare charities in New Zealand held steady at 1.2%, and its estimated monthly branded searches held steady at 490.

How did search popularity change for New Zealand animal welfare charities in September 2026?

2 changes

  1. In September 2026, SAFE fell from 2nd to 3rd among animal welfare charities in New Zealand.

  2. Estimated monthly branded searches for Bird Rescue in New Zealand fell 52.5% over 12 measured months, from 400 to 190 in September 2026.

How are branded searches counted?

5 search terms

Brandwave collects information about searches that people make online using Bird Rescue’s and SAFE’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Bird Rescue

3 branded search terms

  • bird rescue
  • bird rescue howick
  • bird rescue pukekohe

SAFE

2 branded search terms

  • safe animal rights
  • safe nz

How the Brand Demand Index is measured

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