New Campaign Announced to Support HorsePWR

[Wandering Eyes]

The British Horseracing Authority (BHA) and Great British Racing (GBR) have today announced the launch of a new campaign to promote HorsePWR, the industry-led initiative aimed at increasing public engagement with British racing and reinforcing confidence in the sport's high welfare standards.

This latest phase of the campaign represents British racing's most significant public-facing, welfare-themed promotional campaign to date. It has been made possible by funding from the Horserace Betting Levy Board (HBLB) and will run from February 24 through to April 6, featuring targeted advertising across print, online and social media platforms, plus high-profile locations in four cities.

The choice of cities reflects their close links to the major upcoming National Hunt fixtures at Cheltenham and Aintree.

Over the course of the campaign, advertising will be placed in iconic locations in London, Bristol, Birmingham and Liverpool, and via print and online media, including:

• London Old Street Showcase
• Liverpool Barratt House
• Bristol Lights and Bristol Towers
• Birmingham Chinatown and Birmingham Towers
• Bus sides in Bristol, London and Liverpool
• Digital advertising locations across Bristol, London, Liverpool and Birmingham
• Six circulations of half-page advertisements in The Times, The Mirror and The Sun newspapers
• Targeted online advertisements, alongside a social media campaign via META across Facebook and Instagram

The primary objective of the campaign is to encourage audiences to engage with racing and provide reassurance about the sport's commitment to horse welfare. The campaign also includes a call to action directing viewers to www.horsepwr.co.uk, where they can learn more about the sport's welfare standards and practices.

Robin Mounsey, head of communications at the BHA, said, “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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