Return
Stop Horse Racing
Campaign and Advert Creation
As the Melbourne Cup was approaching, an annual horse race with millions of supporters, I decided to conceptualise a charity campaign against this sport. The idea behind this campaign was to link both the gambling and animal cruelty aspects of horse racing, engaging people with the catchy yet confronting headlines as well as vibrant colours / graphics.
Research
Looking into the statistics into horse racing in Australia, it is clear there is an issue with animal cruelty. 1 horse dies every 2 days on Australian racetracks. 13000 foals are bred yearly for the next racing champion, only 30% of those will ever race the rest end up in knackeries. Racing horses only race for 2-3 years typically, and 98% of those will end up in knackeries. Horse racing also promotes gambling and over-drinking, with 38.1% of Australian adults gambling on horse racing in 2022. $32 billion was lost from 2022-2023 on racing.
Insights
With all these statistics in mind, it is clear that horse racing needs to end. Connecting with people who are engaging in this sport and confronting them with the real issues it causes should be the approach in ending it.
Strategy
To produce a campaign targeted at Melbourne Cup attendees, educating on the campaign and the subject.
Creative Concepts
Design Development
Final Campaign & Social Campaigns
Guerrilla Placement
To protest the cruelty faced by horses in the horse racing industry, Stop Horse Racing will set up a food stall at the Melbourne Cup 2025 serving “last week’s loser”, a grim take on the reality of the industry. The intention of this campaign is to bring a lot of media attention to the cause, educating supporters on the violence of the sport. The visuals for this concept were created using Adobe Firefly.
Return
Stop Horse Racing
Campaign and Advert Creation
As the Melbourne Cup was approaching, an annual horse race with millions of supporters, I decided to conceptualise a charity campaign against this sport. The idea behind this campaign was to link both the gambling and animal cruelty aspects of horse racing, engaging people with the catchy yet confronting headlines as well as vibrant colours / graphics.
Research
Looking into the statistics into horse racing in Australia, it is clear there is an issue with animal cruelty. 1 horse dies every 2 days on Australian racetracks. 13000 foals are bred yearly for the next racing champion, only 30% of those will ever race the rest end up in knackeries. Racing horses only race for 2-3 years typically, and 98% of those will end up in knackeries. Horse racing also promotes gambling and over-drinking, with 38.1% of Australian adults gambling on horse racing in 2022. $32 billion was lost from 2022-2023 on racing.
Insights
With all these statistics in mind, it is clear that horse racing needs to end. Connecting with people who are engaging in this sport and confronting them with the real issues it causes should be the approach in ending it.
Strategy
To produce a campaign targeted at Melbourne Cup attendees, educating on the campaign and the subject.
Creative Concepts
Design Development
Final Campaign & Social Campaigns
Guerrilla Placement
To protest the cruelty faced by horses in the horse racing industry, Stop Horse Racing will set up a food stall at the Melbourne Cup 2025 serving “last week’s loser”, a grim take on the reality of the industry. The intention of this campaign is to bring a lot of media attention to the cause, educating supporters on the violence of the sport. The visuals for this concept were created using Adobe Firefly.
Return
Stop Horse Racing
Campaign and Advert Creation
As the Melbourne Cup was approaching, an annual horse race with millions of supporters, I decided to conceptualise a charity campaign against this sport. The idea behind this campaign was to link both the gambling and animal cruelty aspects of horse racing, engaging people with the catchy yet confronting headlines as well as vibrant colours / graphics.
Research
Looking into the statistics into horse racing in Australia, it is clear there is an issue with animal cruelty. 1 horse dies every 2 days on Australian racetracks. 13000 foals are bred yearly for the next racing champion, only 30% of those will ever race the rest end up in knackeries. Racing horses only race for 2-3 years typically, and 98% of those will end up in knackeries. Horse racing also promotes gambling and over-drinking, with 38.1% of Australian adults gambling on horse racing in 2022. $32 billion was lost from 2022-2023 on racing.
Insights
With all these statistics in mind, it is clear that horse racing needs to end. Connecting with people who are engaging in this sport and confronting them with the real issues it causes should be the approach in ending it.
Strategy
To produce a campaign targeted at Melbourne Cup attendees, educating on the campaign and the subject.
Creative Concepts
Design Development
Final Campaign & Social Campaigns
Guerrilla Placement
To protest the cruelty faced by horses in the horse racing industry, Stop Horse Racing will set up a food stall at the Melbourne Cup 2025 serving “last week’s loser”, a grim take on the reality of the industry. The intention of this campaign is to bring a lot of media attention to the cause, educating supporters on the violence of the sport. The visuals for this concept were created using Adobe Firefly.
