BRITISH HORSERACING AUTHORITY: THE ROYAL TREATMENT - Brands2Life CHALLENGE Horse racing is the second most popular spectator sport in the country, but not everyone is a fan. The industry’s own polling has shown that a significant minority of people believe that the sport is cruel to horses, unnecessarily dangerous and some even say that they think that iconic races, such as the Grand National, should be banned. The polling data and our focus groups showed that these views were largely held by females and particularly by younger females. APPROACH To reach this audience, we embarked on a content led social media campaign, supported by an earned media campaign, activated at a key moment in the racing calendar. We created a visually striking and emotionally engaging film, designed to inspir

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