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Boundless’ “Rein in the Pain” campaign with the NSPCA used the Durban July as a high-profile platform to highlight concerns around racehorse welfare in South Africa, turning the country’s most glamorous racing and fashion event into a protest moment. Through a multi-channel activation spanning fashion, radio, and race-day commentary, the work aimed to draw public attention to the treatment of racehorses and pressure the National Horseracing Authority to adopt proposed welfare reforms. By embedding its message directly into the spectacle of the event itself, the campaign reframed celebration into advocacy and used visibility to drive calls for industry change.Teams spotlight
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