Respect in Racing

The British horseracing industry stands united in its bid to improve the culture of respect within the sport.



The British Horseracing Authority came to Born Agency for help on a campaign for ‘Respect in Racing’. The campaign will apply to everyone working in and involved with British racing and is underpinned by a regulatory framework, with clear actions and sanctions available to deal with any breaches.


The campaign was developed by a cross-industry working party comprised of British racing’s major bodies, united in its ambition to ensure that everyone feels safe, supported and able to fulfil their potential within the sport. To showcase this we used diverse imagery across assets to include all aspects of the industry.
The Code of conduct created to help people understand the programme is available to download on the BHA website along with the toolkit.


We created a bold identity with a striking icon design to include R+R as a very noticeable element across the campaign.


We created multiple assets created for print and digital marketing.


Email Banner

Email banners were created to promote the campaign and reach a wider audience.

Web Banner

Web banners were created to promote the campaign across the internet.


Digital assets were created to go across all social media platforms to generate interest and awareness in the campaign.

Check out the website here.

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