Salt Lake City, UT— Horses for Mental Health (HMH) has announced the launch of HORSETOBER™ this month. It’s a new international awareness movement bringing together organizations, brands and horse lovers to share stories of the meaningful relationships between humans and horses.
Running from October 1 through October 31, HORSETOBER™ is produced by Horses for Mental Health. Sponsors and Industry Partners collaborating in this event span equestrian sport, horse welfare and aftercare, research, education, equine-assisted services, mental health, media and more. The vision is to build the largest annual celebration of the horse-human connection ever organized.
Building on track record
HORSETOBER™ builds on HMH’s track record of bringing organizations together around the impact of horses. Its fifth annual Mental Health Awareness Month campaign raised $1 million-plus for programs incorporating horses in mental health services.
With HORSETOBER™, that collaborative spirit expands across the broader equine community. It creates a shared platform to raise awareness of the many ways horses profoundly impact our lives and well-being.
As part of this effort, the Horses and Humans Research Foundation (HHRF) joins HORSETOBER™ as its Research Partner. This will bring greater visibility to research that deepens understanding of the horse-human connection.
“We are incredibly grateful to the organizations and brands coming together to help launch HORSETOBER™,” said Lynn Thomas, co-founder and president of Horses for Mental Health. “There is something powerful about so many parts of the horse world joining together around a shared message. Every story gives us another opportunity to show the value horses bring to our lives and communities, and together we can carry that message further than any of us could alone.”
#PassTheBraid
At the heart of HORSETOBER™ is the braid. It’s a powerful symbol of connection, relationships and weaving together stories to become stronger together. Anyone who loves horses can join and:
- Spend meaningful time with a horse;
- Create a braid and share your story of connection through a photo or video; and
- #PassTheBraid by nominating others to join and keep the movement growing.
The #PassTheBraid Challenge celebrates the horse-human connection in all its forms. It invites people across the equine community to participate in ways that are meaningful to them. Riders can take part at competitions or in their barns. Equine-assisted services programs, rescues, sanctuaries and other organizations can invite their communities to experience and celebrate their own connections with horses.
Each week throughout October will feature exciting prize giveaways. There will also be community story spotlights and educational content to encourage participation all month long. Every braid becomes part of a larger story about the many ways horses enrich people’s lives.
An industry-wide movement
HORSETOBER™ launches with support from Sponsors and Industry Partners representing a broad cross-section of the equine community.
2026 HORSETOBER™ Sponsors include Chewy Equine, GGT Footing, Purina, Snaffles and Thoroughbred Aftercare Alliance.
2026 HORSETOBER™ Industry Partners include:
A Home for Every Horse, American Horse Council, American Psychological Association’s Section on Human-Animal Interaction (APA/HAI), Arenas For Change (ARCH), ASPCA–The Right Horse, Black in the Saddle, The Equine Assisted and Facilitated Practitioners Network (EAFPN), EQUUS Film & Arts, EQUUS Foundation, EquuStyle Magazine, HorseGrooms, Institute for Human-Animal Connection, Interscholastic Equestrian Association (IEA), International Association of Human-Animal Interaction Organizations (IAHAIO), Kansas Horse Council, National Snaffle Bit Association (NSBA), Natural Lifemanship, PATH International, Polyvagal Equine Institute, Pony Club, Rescued Hearts, Rural Minds, Texas A&M Institute for Equine Sciences, The Equine Assisted and Facilitated Practitioners Network (EAFPN), The HERD Institute, Thoroughbred Aftercare Alliance (TAA), US Equestrian Federation, Veterans K9Equine Alliance, Virginia Partnership for Horses
Partner with HORSETOBER™
Individuals, organizations and horse lovers everywhere can join #PassTheBraid beginning October 1. Learn more, explore weekly challenges and register for chances to win weekly prizes at www.horsesformentalhealth.org/HORSETOBER.
Organizations and brands interested in contributing prizes or exploring partnership opportunities are invited to contact Horses for Mental Health.
About Horses for Mental Health
Horses for Mental Health (HMH) is a 501(c)(3) non-profit organization advancing the role of horses in mental health and well-being. Through national initiatives and collaborative partnerships, HMH raises awareness of the horse-human connection. At the same time, it elevates professional programs that incorporate horses in mental health services and personal growth. HMH works to expand access, generate funding and amplify the impact of these programs so more people and communities can benefit.