How do you rebrand an entire industry?
The horse industry is more than just the first Saturday in May. When people think of Kentucky, they think of horse racing — gambling culture, old money, and derby wreaths. In reality, the statewide industry is run by small farms, rural communities, 4H programs, the feed industry, and a variety of trades. It’s bigger than thoroughbreds. In fact, it’s bigger than any breed. The benefits of the horse industry pulse through the entire state, sustaining communities — both economically and culturally — from the western lakes to the eastern hollers.
An open-mic in 120 counties
Statistics alone don’t change public perception. But personal stories can. We gave the mic to people who work in the industry and watched their stories resonate with likeminded Kentuckians who believe in the value of hard work. Built on these stories, the campaign highlights the overlooked connections that drive the industry and help carry our state forward.
We launched the Horses Work campaign through a variety of strategically-chosen placements, from from social media to radio and everyday touchpoints like feed store windows, community bulletin boards, and fundraisers. And with open-source prompts, we opened the door to more stories from across the state. This isn’t the end of the conversation. It’s only the beginning.
