Phar Lap, the champion, died after he won the major race in US

These two words stopped people in their tracks, and they wept. People knew it was the mighty horse, Phar Lap. The classic “HE’S DEAD” poster, in its meaningful ways, stands out loud and clear.

In 1932, ninety years ago, a US government official declared that Phar Lap was poisoned by spray used on trees which drifted into the grass the horse ate, reported a Sydney newspaper.

The paper continued:

The spray contained lead arsenate and a test of the grass revealed arsenic. 
A later analysis of the forage is expected to reveal these poisons, which have a cumulative effect.

The amount taken by Phar Lap in the forage for a few days is sufficient to kill an animal. Numerous cattle and horses grazing in the vicinity have died mysteriously.

The Herald (Victoria) issued a street-poster that would capture the heart of a nation; and they wept.

“HE’S DEAD”, says the poster.

Like the newspaper street-posters, for example, these are important forms of communication: getting the message over in a few seconds.

Prime Minister was told that Phar Lap was dead, he retorted that this “was a sporting tragedy”.

The classic HE’S DEAD poster from the 1930s stands out loud and clear. Nearly every Australian knew who it was. It wasn’t some potentate or famous actor. Rather, it was a great racehorse that had captured the heart of a nation, the mighty Phar Lap.

Regaled in chunky, black wooded type, the poster’s impact was immediate. Passers-by – men, women and children – stopped momentarily and visibly wept.

This unique and timeless example of “word power” in action was created by a person who knew the craft. The “hard fact”, the message, is starkly reinforced by simple typography.

The poster is a timeless expression of the power of a simple model

In Sunday Guardian/The Sun. April 16,1932, Colin Wills told of the dream he had that “Phap Lap would be galloping into the memory” of all Australians. ”Salute to Phar Lap … that is your valedictory”.

Australian Prime Minister, Joe Lyons, when informed … of the death of Phar Lap said, with a regretful smile, “the passing of this wonderful horse is a great sporting tragedy”.

Phar Lap and Australia, names that will go before the American public and then the world.

Jockey Jim Pike, who rode Phar Lap in most of his triumphs, including the 1930 Melbourne Cup, said “that he could not help liking such a horse”. Phap Lap and Pike is “a legacy that has been passed on through the ages”, said a leading sporting buff.

Pike was the complete rider.

“Phap Lap’s achievement has a significance beyond purely sporting consideration”. United States consul, Mr Keblinger said. “He kept Australia’s name before the American public and then the world”.

In a private ranch near Menlo Park in California, Phar Lap was resting, while his owner was dealing with interested parties as to further appearances -- and even a series of films about the great Phap Lap -- and died.

Woodcock threw himself on the horse and cried.

Australia and Americans were stunned by the news.

Phar Lap – “The greatest run I have seen”

The Agua Caliente Hippodrome is a quintessential gambling mecca just south of US border.

Agua Caliente, now called Tijuana, attracted prostitutes, alcoholics, high rollers and, in those days of American prohibition, mobsters who made a killing out of illegal booze and crooked card games.

In Los Angeles, the newly established film colonies were seen roaring down the border for a bet or two at the racetrack. The Agua Caliente Handicap was worth $100,000. Phar Lap’s arrival in America had created more interest than his departure.

There was nationwide publicity in the months before arrival. His star billing hailed him as the “Red Terror from the Antipodes”. It was race day at Agua Caliente, the atmosphere was electric.

And, with a blistering burst of speed, he won the race by three lengths.

Would the wonder horse from Australia beat the best in the world? The odds were stacked heavily against him. Tommy, his strapper, told the US jockey, Billy Elliot, to stay behind the field until they run down to the finish.

As they turned for home Elliott shook the reins and the mighty chestnut, with his enormous kangaroo-like bounds, surged through the field. Nothing, not even a severely damaged hoof, was going to stop Phar Lap from winning the race.

Phar Lap passed the second horse, Reveille Boy, the mobs favourite, and with a blistering burst of speed, he won the race by three lengths.

Francis P. Dunne, American racing authority, said: “Phar Lap’s was the greatest run I have ever seen in any race by any horse – I’ve seen them all, Phar Lap was the greatest.

Top: Phar Lap shows his mettle. Below: News wagon with that street poster that captured the heart of a nation. Below: Phar Lap, into the home turn, has started to make his run at the back of the field. Below: And the winner: Phar Lap by three lengths. Centre: A dramatic and moving dying scene from the film: Tommy Woodcock (Tom Burlinson) threw himself on the horse and cried.