HorsePWR for London buses in renewed welfare campaign

Buses in Bristol, London and Liverpool will feature new advertising for the HorsePWR campaign as the sport seeks to spread the welfare message to the wider public.

The industry-led initiative was first launched last April by the British Horseracing Authority and Great British Racing, with the aim to increase public engagement with racing and reinforce confidence in the welfare standards.

In what is said to represent “British racing’s most significant public-facing welfare-themed promotional campaign to date”, a campaign will run until April 6 – a period that includes the Cheltenham Festival and Aintree’s Grand National meeting – featuring targeted advertising across print, online, and social media platforms plus adverts at “iconic locations” in four cities, with Birmingham joining the three previously mentioned venues.

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 well-being of the Thoroughbred from birth through to retirement.”