Tom Hiddleston Fronts Formula E & UNICEF ‘Take A Breath’ Sustainability Campaign

On 20 July, Formula E and UNICEF launch a global sustainability campaign called ‘Take a Breath’ spearheaded by a short film starring actor and UNICEF ambassador Tom Hiddleston.

The initiative sets out to highlight the impact air pollution has on children and to provide advice to consumers and businesses on steps they can take to improve it.

Produced by creative agency WING London, directed by Will Ingham and produced by Molly Clifton, the 150-second spearhead ‘Accelerating Change with UNICEF: Take A Breath‘ spot.

The film starts by asking viewers to ‘stop for a minute and take a breath’ before going on to say that ‘air pollution is a real danger to our young people, but we hope that this new partnership with UNICEF helps drive action and improve air quality so that future generations can thrive’.

The to-camera video is shot in a gallery style setting peppered with images of children, the environment and sports – led, of course, by Formula E racing cars.

The digital, social, PR and influencer campaign also saw the FAI all-electric racing series issue a campaign launch statement: ‘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.’

“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,” explained UNICEF ambassador Hiddleston. “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.”

Formula E Director of Sustainability Julia Palle added: “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.”