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British racing has launched a new campaign intending to promote the facts and figures surrounding horse welfare in racing.

The campaign's new platform www.horsepwr.co.uk provides the facts about the sport and the Thoroughbred, to share information about their purpose, the lives they lead, and the high welfare and safety standards that underpin British racing. 

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."