The British Horseracing Authority (BHA) and Great British Racing (GBR) have launched the next phase of the HorsePWR campaign, a major initiative aimed at increasing public awareness of equine welfare in British racing.
Running from 24 February to 6 April, the campaign is strategically timed to coincide with high-profile jump racing events, including the Cheltenham Festival and the Grand National at Aintree.
Backed by the Horserace Betting Levy Board (HBLB), HorsePWR was first introduced in April 2024 as an industry-led effort to promote transparency and education on racehorse welfare. This new phase will expand its reach with advertising across print, digital, and social media, as well as large-scale billboard placements in key cities such as London, Bristol, Birmingham, and Liverpool.
Notable advertising locations will include London’s Old Street Showcase, Barratt House in Liverpool, and Bristol Towers, alongside promotions on buses and digital platforms.
The campaign aims to reassure the public by featuring powerful imagery of racehorses paired with clear messages about welfare standards. It will also direct audiences to the HorsePWR website, which provides further insight into industry practices and racehorse care.
BHA’s Head of Communications, Robin Mounsey, highlighted the campaign’s significance, stating:
“This is a major step forward for British racing. For the first time in recent memory, we are making a substantial investment to promote our welfare message directly to the public, demonstrating our confidence in the high standards within the sport.”
Gabi Whitfield, GBR’s Head of Welfare Communications, emphasized the importance of public engagement, adding:
“Equine welfare is a key area of interest, but also a barrier for some people engaging with the sport. We want to ensure that British racing shares the facts in a clear, credible, and visually engaging way. HorsePWR is about building trust, tackling misinformation, and demonstrating racing’s commitment to Thoroughbred welfare from birth to retirement.”
With additional initiatives planned later in the year, the campaign is set to further strengthen British racing’s efforts to highlight its dedication to horse welfare.
