The HorsePWR campaign has been re-launched by the British Horseracing Authority (BHA) and Great British Racing (GBR).
Founded in April 2024, the HorsePWR campaign aims to expand the profile of horseracing to a wider audience by promoting its commitment to animal welfare.
Funded as an initiative of the Horse Welfare Board (HWB), the new HorsePWR has been launched to coincide with the 2025 Cheltenham Festival (11–14 March), to generate as much public interest in horseracing as possible.
The campaign will run from 24 February to 6 April and will feature targeted advertising across print, online, and social media platforms, as well as high-profile locations in four cities: London, Bristol, Birmingham, and Liverpool.
Gabi Whitfield, Head of Welfare Communications at GBR, said: “Equine welfare is both a topic of general interest and a barrier to engagement for sections of the public. We want to ensure that British racing provides the facts in a clear, credible, and visually engaging way.
HorsePWR is about building trust, combatting misinformation, and demonstrating racing’s commitment to the wellbeing of the Thoroughbred from birth to retirement. We are extremely grateful to the Horserace Betting Levy Board for funding the latest phase of this campaign.”
This is the first promotional activity planned for 2025, with further HorsePWR initiatives expected later in the year, subject to additional funding being secured. The effectiveness of this latest phase will be assessed to inform the development of future campaigns.
The funding for HorsePWR during 2025 has been confirmed via the BHA, The Jockey Club, and Arena Racing Company.
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.”
