The latest phase of HorsePWR, the collaborative welfare campaign launched last year by the BHA, Great British Racing (GBR), and the Horse Welfare Board, has been active throughout the summer and now showcases an exciting new campaign video.
The campaign aligns with British Horseracing’s ongoing Horserace Betting Levy Board-funded consumer marketing initiative (The Going is Good) and will continue through September 2025, marking the sport’s largest and most sustained investment in welfare communications to date.
HorsePWR was launched in April 2024 as an industry-led initiative designed to boost public engagement with British horseracing and strengthen trust in the sport’s commitment to high welfare standards.
The campaign’s third phase further strengthens investment in welfare initiatives, featuring a dynamic blend of digital, social media, and out-of-home (OOH) activities.
At its core is a new short film, created to captivate audiences across major digital and social media platforms, highlighting racing’s dedication to the highest welfare standards.
The film reveals that behind the brief moments of elite athletic performance seen on the racecourse, there are dedicated teams, countless hours of care, and substantial investment, all working to ensure racehorses enjoy a life well lived.
YouTube and Meta (Facebook and Instagram) will play a crucial role throughout the campaign, reaching audiences with a mix of skippable and non-skippable ads to effectively capture attention while maximizing reach.
A new series of creative images has been developed to tackle key public concerns, grounded in thorough research. These highlight racing’s use of data to drive advancements and showcase our collaboration with independent research experts at the Royal Veterinary College.
The creation of the campaign film and new imagery was made possible thanks to generous support from the BHA, the Jockey Club, and the Arena Racing Company (ARC).
This will be supported by a targeted OOH campaign at key high-traffic locations in travel and transport hubs, strategically aligned with major racecourses like Epsom, Ascot, and Goodwood.
Additionally, for the first time, the HorsePWR campaign will partner with TikTok to collaborate with influencers and produce genuine content that promotes horse welfare.
Research shows that 71% of consumers trust influencer ads. With the right talent, this medium can effectively enhance positive perceptions of horse welfare for the campaign.
Robin Mounsey, Head of Communications at the BHA, stated:
HorsePWR represents a long-term commitment to openness, transparency, and ongoing dialogue about welfare—helping the public gain a complete understanding of how British racing prioritizes the care of its horses.
This new video captures the essence of our commitment, providing an authentic and compelling glimpse into the expertise, dedication, and care that support a racehorse’s life every day—not just during the races. We take pride in the high standards we maintain, and this campaign reveals precisely why.
It’s exciting to watch the campaign expand across various social media platforms and collaborate with influencers to effectively reach the right audience, particularly those who will shape the future of the sport.
We sincerely thank the Horserace Betting Levy Board for funding this campaign, and the Jockey Club and ARC for their generous contributions toward the campaign content. This represents the sport’s most significant investment in welfare communications to date.