The campaign is intended to raise awareness of high levels of equine welfare across the sport. The news comes three weeks ahead of the high-profile three-day Grand National meeting, at which animal rights groups claim 38 horses have died since 2000.
The campaign will run for two years, with the initial audience being the sport’s customers and constituents before it is extended to the wider public. The PLMR team on the account, which is believed to have an annual budget of six figures, is led by Steven Gauge and Danny Wilding.
The racing organisations behind the campaign include the British Horseracing Authority, Race Course Owners Association, the National Trainers Federation, Professional Jockeys Association, the Racehorse Owners Association and The Jockey Club.
The integrated campaign has launched with a series of adverts placed in race cards in racecourses across the country and a microsite.