Sporting Chance: Jockey Campaign

Storytelling strategy

Nearly 80% of jockeys suffer from poor mental health but only a third seek professional help. The brief was to nudge professional jockeys to seek mental health advice and help.

Story idea

Launched during Mental Health Week, this campaign appeared in the weighing and changing rooms of racecourses up and down the country, as well as in trade papers and online. Playing on common racing themes, it led to a doubling of referrals.