The agency is tasked with promoting the authority’s equine welfare and safety standards to help change perceptions of welfare in horseracing and engage with new audiences. Its account team will report to Robin Mounsey, the British Horseracing Authority’s head of media.
The integrated campaign, which will be supported by traditional and social media activity, will focus on films which highlight the levels of care horses receive, with supporting content will focus on the welfare measures undertaken by the sport.
Mounsey said: “We loved Brands2Life’s strategic thinking and creative energy. They understood where the sport currently is on horse welfare, and what we need to do to from a comms perspective to better communicate the outstanding levels of care thoroughbred horses enjoy. We’re looking forward to seeing the engaging programme they presented put into action.”
Jodie Simpson, managing director, consumer at Brands2Life, added: “We’re delighted to welcome British Horseracing’s ‘The Horse Comes First’ campaign to the Brands2Life fold. Horseracing is one of the most popular sports in the UK, but public awareness of the incredible levels of care and welfare enjoyed by the horses themselves is often lacking.
“We’ve built a programme packed with brilliant content that will drive social engagement as well as editorial coverage and help inform the public about how this wonderful sport looks after its stars.”
- Picture credit: Dan Abraham