Formula E, UNICEF launch Take a Breath campaign
July 20, 2022
Formula E and UNICEF have launched Take a Breath – a campaign and short film – featuring Actor and UNICEF Ambassador, Tom Hiddleston, highlighting the impact air pollution has on children and raising awareness to drive action to improve it.
The two and a half minute film opens with a powerful spoken word short film produced by creative agency WING, featuring multi-award winning actor Tom Hiddleston.
Actor and UNICEF Ambassador, Tom Hiddleston said: “Air is life and must be protected for our children. Children globally are growing up in a world made more dangerous and uncertain because of our changing climate.
“Formula E and UNICEF have come together to create Take a Breath, a short film that aims to raise awareness and highlight the importance of clean air, in order to make a better, safer world for every child.”
Ongoing campaign activity will include social media content that highlights the harm polluted air has on children, as well as giving advice to consumers and businesses on ways to improve it. This year alone, 600,000 children globally under the age of five will die from causes related to air pollution*, and if levels of current air pollution continue to rise, by 2050, that figure is likely to increase by as much as 50 per cent**.
Speaking on the campaign launch, Julia Palle, Director of Sustainability, Formula E said: “ Take a Breath is fundamental in raising awareness of air pollution and ways we can all act to reduce it for the sake of current and future generations.”
“Formula E was founded to drive e-mobility development and reduce emissions, and impactful partnerships and campaigns sit at the heart of our work in delivering sustainable change. As the first global sporting organisation to partner with UNICEF, we are helping create a cleaner, safer and more sustainable environment where children and future generations can thrive.”
Formula E and UNICEF’s partnership to drive better futures for every child will also be discussed during a panel session in Formula E’s innovation summit, Change. Accelerated. Live. The line up is made up of senior cross-industry thought leaders from government, education, motorsport and sustainability, including a representative from UNICEF. The discussion will focus on our society’s role in improving air quality; the role of e-mobility in decarbonising urban areas; and other pioneering innovations that will help reduce our impact on the environment. The summit takes place at ExCeL London the day before the ABB FIA Formula E World Championship races at the same location.
Directed by Will Ingham and produced by Molly Clifton, Take a Breath was delivered by multi-award winning film creator WING, who conceived the art gallery backdrop to underpin the power of clean air and thought. This allows the viewer to truly take a breath while watching the film and consider the harsh reality of polluted air in cities but also the positive move towards progress. WING captured this in one shot so they could deliver a fluid and uninterrupted train of thought. Having the talent of Tom Hiddleston as lead meant that they could truly land the message in its purest form.