Horse racing associations Great British Racing (GBR), the British Horse Racing Authority (BHA) and the Horse Welfare Board (HWB) have come together to improve the public’s trust surrounding horse welfare and safety with a hard-hitting new campaign.
Developed by creative agency BMB in its first work for the British horse racing sector, the work will look to re-engage the public and build back trust after a series of equine safety scandals have rocked the sport.
By appointing BMB in December last year, British horse racing is hoping to change public perceptions by spotlighting its strong commitment to being open and transparent about equine welfare.
Taking inspiration from sports marketing, ‘HorsePWR’ puts the real athletes at the front and centre of the campaign, highlighting that the sport is nothing if its stars aren’t safe and valued.
“Driving trust around such an emotive topic was an exciting and challenging brief to receive, but that’s where BMB excels,” said BMB CEO, Jason Cobbold.
“This campaign for British racing has been grounded in the facts around racehorse welfare, whilst also celebrating the supreme athleticism of thoroughbred horses. This beautiful work has been created to help racing switch the narrative to awe and admiration, whilst also inviting questions and fostering a deeper understanding of racing’s commitment to the wellbeing of these animals.”
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BHA head of communications and member of the sport’s Horse Welfare Board, Robin Mounsey said HorsePWR campaign sees the sport “take a new approach” when it comes to talking about welfare.
“It is about being up-front, open, and transparent,” they said.
“It is about tackling head-on the elements of the sport that we know are areas of concern and providing information to educate and reassure. Those who work in the sport are rightly proud of our record and standards when it comes to welfare. This campaign provides a platform to allow those connected with the sport to share their pride.
“[The campaign] will be aimed at racing’s current and potential fans and will seek to ensure that future generations of racing followers are not lost to the sport due to negative perceptions around welfare issues.”
