Writer and director Ashley Avis, known for the Disney adaptation of "Black Beauty," launched the "Lost Horses" campaign at Sundance through her nonprofit, the Wild Beauty Foundation (WBF). The initiative aims to raise awareness about the tens of thousands of horses that are sent to slaughter each year.

The campaign utilizes film and storytelling to advocate for the Save Americas Forgotten Equines (SAFE) Act (H.R. 1661/S. 775), which seeks to ban horse slaughter in the United States and the export of horses for slaughter abroad. A public service announcement (PSA) set to Billie Eilish’s "What Was I Made For?" was created to support the campaign.

Avis, who is also working on film adaptations of "City of Angels" and "American Wolf," hopes to leverage her platform in Hollywood to bring attention to this issue. The Wild Beauty Foundation focuses on equine advocacy through various means, including educational programs and rescue efforts.

The SAFE Act has garnered support from a bipartisan group of lawmakers, but has faced challenges in passing due to various factors, including economic considerations and differing opinions on animal welfare. Proponents of the bill argue that horse slaughter is inhumane and that horses, unlike livestock, are often used for recreation and companionship. Opponents raise concerns about the economic impact of banning horse slaughter and the potential for an increase in neglected or abandoned horses.

The "Lost Horses" campaign seeks to mobilize public support for the SAFE Act and to educate people about the realities of horse slaughter. The PSA featuring Eilish's song is intended to emotionally resonate with viewers and inspire them to take action. The campaign's success will depend on its ability to raise awareness, influence lawmakers, and ultimately contribute to the passage of the SAFE Act.