Research into Gender Diversity in Horseracing
Women in Racing (WIR), a network supporting women working in horseracing, in partnership with Oxford Brookes generated and produced the first ever research into diversity in horseracing.
BRIEF: Activate the launch of the of the research and generate media coverage (May 2017). Drive change within British Horseracing with regard to progressing gender diversity.
STRATEGY: A media launch was organised at the WIR AGM at York Racecourse, revealing the findings of the research, with key note speaker Professor Simonetta Manfredi of Oxford Brookes. Media were invited to the launch as well as key stakeholders and influencers within horseracing.
Additionally, an exclusive on the findings of the research was agreed with the BBC, who filmed / interviewed in advance of the launch and was featured across the BBC news streams on the same day. Arranged interviews with WIR spokespeople.
RESULTS: Wall to wall national media coverage on broadcast, radio and print media, generating 24 pieces of media coverage. Online views: 1.45 million. Coverage included: BBC One o Clock News, BBC 2 Victoria Derbyshire Show, BBC online, BBC 5 Live (Breakfast), BBC World Service, Racing Post, Racing UK, Attheraces, Daily Mail, The Times, Horse & Hound, The Guardian.
The British Horseracing Authority responded by establishing the first Diversity in Racing Steering Group.