British racing has launched a new campaign designed to promote and share the facts around welfare in racing.

HorsePWR will have its own dedicated website (www.horsepwr.co.uk) to provide information about the sport and the thoroughbred, the lives they lead and the high welfare and safety standards within racing.

The website explores the areas that racing has committed to improve, such as the lives after racing horses go on to have, reducing risk on and off course and facts surrounding the whip.

Grand National-winning trainer Lucinda Russell said of the new campaign: “This is just what racing needs. We must provide the facts, help educate, and confront the tough questions head on.

“The facts matter. We understand our responsibility and respect our horses, and we want to make sure the public know this too.

“It’s good to see us taking a new approach, showing pride in the lives we give our horses, and challenging and correcting inaccurate information which is put into the public domain by those who are opposed to the sport.”

Robin Mounsey, BHA head of communications and member of the sport’s Horse Welfare Board, said: “The HorsePWR campaign sees the sport take a new approach when it comes to talking about welfare.

“It is about being up-front, open, and transparent. It is about tackling head-on the elements of the sport that we know are areas of concern and providing information to educate and reassure.

“Those who work in the sport are rightly proud of our record and standards when it comes to welfare. This campaign provides a platform to allow those connected with the sport to share their pride.

“It will be aimed at racing’s current and potential fans, seeking to ensure that future generations of racing followers are not lost to the sport due to negative perceptions around the welfare issues which are tackled by this campaign.

“HorsePWR has received significant support from across the racing industry, and we are especially grateful to the Jockey Club for providing additional funding to support the initial stage of the campaign.”