British Horseracing Authority and Great British Racing expand HorsePWR campaign
The initiative aims to increase public engagement with British horseracing while reinforcing confidence in the sport's welfare standards.
Key points:
– The HorsePWR campaign will run from 24 February to 6 April, targeting public awareness of horse welfare in British racing
– Advertisements will be placed in major cities and key media outlets to coincide with jump racing events
– The campaign is funded by the Horserace Betting Levy Board, with further initiatives planned later in the year
The British Horseracing Authority (BHA) and Great British Racing (GBR) have announced a new phase of the HorsePWR campaign, aimed at increasing public awareness of British horseracing’s commitment to equine welfare.
Funded by the Horserace Betting Levy Board (HBLB), the campaign will run from 24 February to 6 April, aligning with major events such as the Cheltenham Festival and the Grand National at Aintree.
HorsePWR was first launched in April 2024 as an industry-led initiative promoting transparency and education on horse welfare.
The latest phase will feature high-profile advertising across print, digital and social media – along with billboard placements in four key cities: London, Bristol, Birmingham and Liverpool.
Good to know: Locations for the campaign’s adverts will include iconic sites such as Old Street Showcase in London, Barratt House in Liverpool and Bristol Towers – alongside bus and digital advertisements
The campaign aims to reassure the public by showcasing imagery of racehorses accompanied by clear messaging on welfare standards.
It will also direct audiences to the HorsePWR website, which provides further information on industry practices and racehorse care.
Commenting on the campaign, BHA Head of Communications Robin Mounsey stated: “This campaign marks a significant moment for British racing. For the first time in recent memory, the sport is making a major investment in promoting its welfare message directly to the wider public.
“It is a demonstration of our confidence in the high standards of welfare within British racing and our commitment to ensuring that the public is better informed about them.”
Gabi Whitfield, Head of Welfare Communications at GBR, added: “Equine welfare is both a topic of general interest and a barrier to engagement for sections of the public. We want to make sure that British racing provides the facts in a clear, credible and visually engaging way.
“HorsePWR is about driving trust, combatting misinformation and showing racing’s commitment to the wellbeing of the Thoroughbred from birth through to retirement. We are extremely grateful to the Horserace Betting Levy Board for funding the latest phase of this campaign.”
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