- Client
- Oyu Tolgoi
- Category
- Campaign
- Sector
- Mining
- Year
- 2019
- Naadam festival
- Celebration
- TVC
Challenge
Traditional horse racing is an important part of Mongolia's heritage, yet child jockeys are still not kept safe enough and the risks remain high. This creates a conflict between preserving custom on one side and protecting children's rights and health on the other.
The campaign's core challenge was to shift public attitudes without undermining the tradition — improving jockeys' safety, increasing the use of protective gear, and helping parents and horse trainers understand why it matters.
Solution
To help pass horse culture — the soul of Mongolian heritage — on to future generations, Oyu Tolgoi named child jockeys “Heritage Warriors” and supported their safety.
Every participating child aged 7–12 received a full set of protective gear, and health check-ups were organised together with Mungun Guur hospital. On the festival grounds the message was clear: nothing is more precious than a child.
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