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 use film and storytelling to raise awareness about the thousands of horses that disappear into the slaughter pipeline annually.

The campaign seeks to garner public support for the Save Americas Forgotten Equines (SAFE) Act (H.R. 1661/S. 775), which, if passed, would ban horse slaughter in the United States. 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 the issue. The WBF focuses on advocating for wild and domestic equines through various initiatives, including filmmaking, educational programs, and rescue efforts.

The SAFE Act has been introduced in Congress multiple times, facing challenges in gaining sufficient support for passage. Proponents argue that horse slaughter is inhumane and that American horses are often transported to other countries, such as Mexico and Canada, to be slaughtered for human consumption. Opponents raise concerns about the economic impact of banning horse slaughter and the potential for increased neglect and abandonment of unwanted horses.

The Lost Horses campaign and the PSA aim to influence public opinion and encourage lawmakers to support the SAFE Act. The use of a popular song like "What Was I Made For?" is intended to broaden the campaign's reach and resonate with a wider audience. The campaign's success will depend on its ability to raise awareness, mobilize public support, and ultimately influence legislative action on the SAFE Act.