Formula E and UNICEF launch ‘Take a Breath’ campaign with Tom Hiddleston

July 24, 2022

Formula E and UNICEF today 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. 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.

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.

by Anil George
Avid follower of all things tech. In between his quest for the ultimate gizmo, Anil fiddles with light meters, collects rare books and feeds his fetish for Jap horror movies. As Managing Editor of T3 Middle East for the GCC, Anil oversees content direction across print and digital. He was a CES 2020 Innovation Awards Judge, reprising his role as an Innovation Awards Judge at CES 2018, CES 2017, 2016 and 2015. Anil is also the Middle East's first Brand Ambassador for Ashdown Engineering. Reach him at: editor@t3me.com.