SUPPORT OUR
GROWING CAUSE
- 2.5 million views of myth-busting videos
- Four sessions hosted across 2024, in four locations: Lexington, Santa Anita, Saratoga, Louisville
- 100 ambassadors armed and trained
- Welcomed nearly 1,500 passionate members
Together we WILL change the narrative
America’s horse racing industry is in perception crisis.
As the number of Americans who regard horse racing negatively increases, its future is under threat.
That’s why Light Up Racing was born.
LIGHT UP RACING
Changing the conversation about horse racing to protect its future.
This is professionally-sanctioned murder of horses.
I heard a program on NPR about how horses are abused in getting ready and running the Derby. It was so sad what they go through.
Horse racing sucks and is not glamorous. Stop supporting a sport that kills animals
The most horrific animal abuse witnessed and gambled on by humans…. These poor Kentucky Derby horses suffer a terrible life….
They wouldn’t break down so fast if they just let them grow up a little bit first. No need to be working babies that hard
Horse racing looks fun and glamorous on the surface until you look into it, then you can’t deny it’s horrific.
THE PROBLEM
Nearly 300 industry stakeholders participated in Light Up Racing’s Spring 2024 community survey. Results revealed a majority of respondents feel:
- The public perception of horse racing is becoming increasingly negative.
- The perception issues fuel a sense of uncertainty for the industry’s future.
- Social media is a core contributor to the public’s poor perception.
- Stakeholders want to be involved in the solution, and be part of creating a unified voice for the industry.
Silence breeds suspicion. If an industry is not taking, people assume it has something to hide.
Communication creates confidence. When we shine a light on progress, transparently, we invite the world to stand by us.
PHASE 1
What we said we were going to do
AND WHAT WE DID.
What we do
EDUCATE
LUR Research Hub
A digital resource dedicated to providing peer-reviewed resources and a balanced perspective on complex or misunderstood topics in the realm of horse racing to counter misconceptions.
We presented applied content on how the audience could publicly respond to misinformation regarding the horse racing industry featuring Dr Jeff Berk, Dr Jeff Blea,
Dr Scott Hay, Christina Blacker & Vicky Leonard.
What we do
Partner
Guidelines For how to deal with a crisis FAST
Crisis plans are ESSENTIAL making sure we dictate the story.
What we do
DELIVER
Social Media Channels
A consistent and engaging content plan was rolled out across social media channels where misinformation spreads. We utlized the channels to display topics in a digestible format.
What we did
has received
featuring updates on high profile horses, catering to the public’s appetite for transparency and information.
negative comments replied to during Derby week alone
What we do
TRANSPARENCY
Being proactive when an incident occurs on the racetrack is essential to stopping rumours and misinformation spreading.
Your line of work and the expertise you have is a blessing. An angel in disguise.
Thank you for sharing! Wishing him a full recovery!
He’s a warrior!
Anything that offers maximum transparency, in a game that has very little of it, should be applauded.
This is so much appreciated! Thank you for educating fans and the public on the tremendous care provided to these horses.
Love this and love the explanation!
Check out our
social media reply guide
How we combat social media-specific negativity and it can help you
Imagine waking up one morning to find your phone buzzing with 2,000 notifications…
What we do
Empower
Online Communities
The goal was to foster a digital industry community that was armed with information and empowered to address misinformation about horse racing and share positive stories. These groups have been utilized for insights on trends for each demographic and to stay informed about the industry’s common questions, concerns, and in the unfortunate event, crises.
There are 500+ in the FaceBook community. Join us now!
The cohort training program was a major success. 100% of attendees reported a significant increase in confidence and know-how for handling public communication moving forward. It’s important that more people are trained so we can maximize the reach of our industry’s messaging.
COHORT TRAININGS
We understood that the industry needed to better understand how to use social media to unify our industry’s voice.
So, this is what we did
- Pilot cohort training hosted in April 2024 in Lexington
- 22 participants over a two day training
- Participants included marketing executives from Breeder’s Cup,
Equibase, Fasig-Tipton, Spendthrift & The Jockey Club, CTHF, TOC, Bond Racing, VisitHorseCountry, Amplify Horse Racing, HISA, and More.
What we do
CONVENE
Over 1,200 members joined LUR in first 90-days to raise unified voice for the industry, as in the published letter to refute the documentary, “Broken Horses.”
PHASE 2
Taking Light Up Racing to the Next Level
Establish $1M fundraising campaign
Expand LUR programming, impact demonstrated in Phase 1
Launch Spanish-translated LUR website
Increase LUR ambassadors across US by hosting cohort trainings throughout the year
Hire Executive Director to lead LUR from US
Grow LUR’s content and resource library for industry to utilize in combating negative public image
Expand fresh, social media content
Utilize social listening tools and definitive metrics to guide content
Partner with track and sales staff to provide crisis communication in the case of unfavorable events
Lead mainstream media PR effort
Establish LUR as an independent organization (501c3)
How can you help LUR?
Join the effort! If you have not yet joined LUR as a member,
please do so by signing up here
Spread the word! Follow us on Facebook, Instagram, X and Tik Tok. Like, comment and share our content!
Support our $1M campaign to further LUR's impact
Your investment in this next phase of LUR’s growth will further its impact in the horse industry by:
Double the size of LUR’s online resource hub to arm the industry with latest tips and tools of how to combat negative public perception.
Host fresh and high-energy events to further engage with the public and share the truth about horse racing.
Conduct annual community assessments to discern industry’s most pressing issues. Findings would serve as a backdrop for subsequent convening of multi-stakeholder town halls that provide a space for transparent conversations about survey’s findings, as well as opportunities for collaboration amongst appropriate organizations and industry teams.
Establish the industry’s first learning collaborative to train leading tracks, sales and marketing teams in best practices of acute crisis communication management. Facilitate efforts to produce consensus guidelines to provide consistent guidance to stakeholders when an unfortunate event occurs.
Build an independent, accountable, and best-in-class nonprofit aimed at unifying the industry’s voice to ensure facts and not fiction are shared w the public, driven by competent and well-visible leadership.
Triple the amount of annual cohort trainings provided around the US to build an army of industry professionals ready and able to amplify truth and transparency for the industry.
Launch media campaign that gives horse industry’s truth premiere visibility within the public’s discourse.
Utilize cutting-edge marketing technology – like social media listening – to measure impact in campaigns.
Collaborate with universities’ equine programs to pilot innovative opportunities to engage with next generation of horse industry leaders.
Construct the first-of-its-kind learning management system to provide continuous, accessible online education to multi-stakeholders in English and Spanish.
DONATE TODAY
Contributions to Light Up Racing are tax deductible,
pursuant to rules of 501c3 contributions thanks to the
fiscal sponsorship of BGCF.
To make a contribution, please use the donation section below,
or send a physical check to Blue Grass Community Foundation at:
Blue Grass Community Foundation
Attn: Light Up Racing Fund
499 E. High Street, Ste. 112, Lexington, KY 40507
CONTACT
Christina Blacker: christinamarieblacker@gmail.com
Price Bell: price@millridge.com
Jeff Berk: jtberk5@aol.com
Roderick Wachman: kingswoodfarm@msn.com
