HorsePWR’s latest campaign features new film to drive positive perceptions of horse welfare

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 running through summer and now features an exciting new campaign video. 

The campaign dovetails British horseracing ‘s current Horserace Betting Levy Board-funded consumer marketing campaign (The Going is Good) and will run until September 2025, representing the sport’s most significant and sustained investment in welfare communications on record. 

HorsePWR was originally launched in April 2024 and is the industry-led initiative aimed at increasing public engagement with British horseracing and reinforcing confidence in the sport’s high welfare standards.  

Now the campaign’s third phase continues to build the investment in welfare activity, and comprises a bold mix of digital, social media and “out of home” (OOH) activity. 

At its heart is a new short film, designed to engage audiences across the key digital and social media channels, reinforcing racing’s commitment to the highest welfare standards. 

The film highlights that behind the minutes of elite athletic performance which racing fans see on the racecourse, there are teams of dedicated people, hours of care and significant investment, ensuring racehorses lead a life well lived.

YouTube and Meta (Facebook and Instagram) will be an important outlet for it throughout the campaign, targeting audiences with a blend of skippable and non-skip formats to balance user attention on the messaging with driving reach.

Meanwhile a new round of creative images has been produced to address the areas of public concern, based on extensive research. They include racing’s use of data to drive improvements, amplifying our work with the independent research experts at the Royal Veterinary College. 

The development of the campaign film and new images was funded by generous contributions from the BHA, Jockey Club and Arena Racing Company (ARC).

This will all be underpinned by a strategic OOH campaign at high-impact sites in travel and transport hubs, aligned to racecourses such as Epsom, Ascot and Goodwood. 

 

In addition, for the first time the HorsePWR campaign will be working with TikTok to collaborate with influencers and create authentic content to support the horse welfare message.

We know that 71% of consumers have trust in influencer ads and with the right talent in place, this is an effective medium for the campaign to drive positive perceptions of horse welfare.

Robin Mounsey, the BHA’s Head of Communications said:

“HorsePWR is a long-term commitment to openness, transparency and dialogue on welfare – helping the public to see the full picture of how British racing cares for its horses.

“This new video sits right at the heart of that, offering an authentic and engaging way to show the expertise, dedication and investment that underpin a racehorse’s life every day – not just on the track. We’re proud of the standards we uphold, and this campaign is about showing exactly why.

“It’s also exciting to see the campaign branching out onto other social media platforms and using influencers to ensure we are reaching the right people, especially those who will form the sport’s future audience.

“We are grateful to the Horserace Betting Levy Board for their funding of the campaign, and the Jockey Club and ARC for contributions to fund the campaign content. This marks the sport’s largest investment in welfare communications on record.”