Messaging

Our messaging defines how we talk about Brooke in general.

Brooke in 50 words

Brooke is creating a world where working horses, donkeys and mules are free from suffering and have a life worth living. We are a global charity working with communities, governments, and local health providers to make both immediate and long-lasting improvements to animal health and welfare. Learn more at thebrooke.org

Brooke in 100 words

Brooke believes in a world in which working horses, donkeys and mules are free from suffering and have a life worth living. There are 100 million equines working worldwide, earning an income that around 600 million people rely on to put food on their tables and send their children to school. These animals are suffering from exhaustion, malnutrition and disease as a result of poor health and welfare resources. Brooke works with owners, communities, local health providers and policy makers to create both immediate and long-lasting improvements to the lives of working animals and their owners. Learn more at thebrooke.org

Brooke in 200 words

Brooke believes in a world in which working horses, donkeys and mules are free from suffering, and have a life worth living. 100 million equines work in some of the world’s harshest environments, supporting the lives of around 600 million people. From brick kilns and coal mines, to villages impacted by drought and extreme poverty, these animals are the backbone of communities and provide a vital contribution to economies, but are suffering from injury, malnutrition and disease.

Brooke, Action for Working Horses and Donkeys was established by Dorothy Brooke in Egypt in 1934 to help hundreds of emaciated British ex-warhorses she found, abandoned in Cairo after the First World War. Most were too frail to be saved, but Dorothy’s compassion meant their lives ended peacefully. This catalyst led her to grow and expand our work.

Today, Brooke is the world’s largest working equine welfare organisation, with headquarters in the U.K. and offices in Africa, Asia and Central America. We make both immediate and long-term changes to transform the health and welfare of vulnerable animals, working with communities to prevent welfare issues, training local health providers to support them, and influencing policy makers to improve welfare laws. Learn more at thebrooke.org

Current annual theme 2024

In 2023 we developed an annual story to tie together all external communications. This was developed using information gathered from our audience data, and the Hotspots work carried out previously.

Overarching message:

“Together Brooke gives people, communities and organisations the ways and means to transform the lives of working horses, donkeys and mules – and do more to bring lasting change.”

This message is split into three pillars that encapsulates the work Brooke does:

Bring Hope – Inspire Generations – Strengthen Bonds

Together, we do more for working animals

Together, we bring hope to working horses and donkeys

Together, we inspire generations of animal champions

Together, we strengthen bonds between humans and animals