Thoroughbred Adoption

Objective: Create an advertising campaign to raise awareness of the fate of off-track Thoroughbred race horses post-career and to encourage equestrians to either adopt a Thoroughbred or to donate their time or money to help save them from being illegally sent to the slaughterhouse. Solution: I created a brand, Down the Line, that acts as the liaison between the audience and a multitude of existing Thoroughbred adoption programs. The brand promotes the advertising campaign by showcasing the breed successfully competing in new careers once their racing career is over.

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