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Horse Welfare Board

Thoroughbred Census

The Brief.

We were tasked by British Racing’s Horse Welfare Board to launch the inaugural thoroughbred census to improve the traceability of former racehorses after they retire from the sport.​

The ‘social licence’ for the use of horses in sport is under increasing scrutiny and what happens to former racehorses after they retire from the sport was identified as a particular concern. ​

Our role was to generate media coverage which reached thoroughbred owners to ensure the census was completed by as many owners as possible to build a wealth of data.

The Response.

To maximise the success of the campaign, we were responsible for generating regional print, online, radio and broadcast coverage to reach owners across the country. ​

In addition, a social media strategy was created and executed, including; creating engaging assets, competitions, influencer engagement and paid support. ​

We were also tasked with leading a central communications plan and working with multiple stakeholders to maximise impact and awareness.

The Results.

50+ pieces of regional coverage (print, online, radio, podcast).​

A 3min+ feature on ITV regional news in eight regions.​

Social media competition with over 200 entrants, creating organic promotion of the census.

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