LONDON, Nov. 29, 2021 /PRNewswire/ -- Vuse, the number
one global vape brand**, is supporting the unheard voices in the
creative industry with a new initiative, Driven by Change,
launching in collaboration with long-standing partner, McLaren
Racing.
Driven by Change offers artists and creative talent who
are aged 25+ the opportunity to showcase their work on one of the
world's biggest and most high-profile stages – motorsports. These
opportunities will span showcasing work at an upcoming Grand
Prix™, to once-in-a-lifetime exclusive access to
McLaren Racing. The first example of Driven by Change being
brought to life will take place at the 2021 Formula 1 Abu
Dhabi Grand Prix, with a creator taking part in a world first.
John Beasley, Group Head of
Brand Building, BAT, comments:"The Driven by
Change programme aims to effect change by shattering the
traditional partnership mould. We are putting people and talent
first, creating opportunities for undiscovered and uncelebrated
talent in an industry dominated by status, age, prowess, and name.
As leaders in our respective industries, we have an opportunity to
celebrate diversity, showcasing and supporting the work of
tomorrow's creators."
The creative industry has faced an up-hill battle in recent
years, with creators struggling to find opportunities to showcase
their work, and in many cases, not being compensated for the
incredible work they do. For many, opportunities are given to the
known and the established, with industries like elite motorsport
focusing on name and notoriety over grassroots talent and
passion.
Claire Cronin, Chief Marketing
Officer, McLaren Racing,
comments: "As an industry, the motorsport community
has a great opportunity to provide support for grassroots talent
and further champion the diversity of people and skills that bring
the sport to life. Working alongside Vuse on the Driven by Change
programme, we hope to be able to facilitate access to global assets
and platforms that introduce our audience to incredible creative
talent."
The programme will also be supported by Driven by Diversity, a
not-for-profit organisation which aims to educate individuals and
organisations on the value of diversity and inclusion in
motorsports. The organisation will offer guidance for the
initiative, along with providing access to the underrepresented
community, ensuring inclusion remains at the heart of the
initiative.
Lindsay Orridge, Founder and
President, Driven by Diversity, said: "Creating
change in the diversity and inclusion space in the motorsport
industry is largely focused on engineering and driver talent, so by
working with Vuse we can help to bring inclusivity to another
important area: creative talent. We can collaboratively help
upcoming creators in the elite motorsport space through mentorship
opportunities and showcasing their work using our shared platforms
to help push them beyond their current limits."
Vuse is also currently working with up-and-coming creators as
part of its Artist Spotlights series, available here, where
the brand looks at some of the incredible creative talent the world
has to offer, introducing them and their work to new audiences.
Further information on how to take part in the Driven by
Change programme will be released early 2022.
Notes to Editors:
About BAT
BAT is a leading, multi-category consumer goods business with a
purpose to build A Better Tomorrow by reducing the health impact of
its business through offering a greater choice of enjoyable and
less risky products for adult consumers. The company continues to
be clear that combustible cigarettes pose serious health risks, and
the only way to avoid these risks is not to start or to quit. BAT
encourages those who would otherwise continue to smoke to switch
completely to scientifically-substantiated, reduced-risk
alternatives*† . In order to deliver this, BAT is transforming
into a truly consumer-centric multi-category consumer products
business. BAT's ambition is to have 50 million consumers of its
non-combustible products by 2030 and to generate £5billion of New
Categories revenue by 2025. BAT has set stretching ESG targets
including achieving carbon neutrality for Scopes 1 & 2 by 2030
and eliminating unnecessary single-use plastic and making all
plastic packaging reusable, recyclable or compostable by 2025. BAT
employs over 53,000 people and operates in over 180 countries. The
BAT Group generated revenue of £25.8 billion in 2020 and profit
from operations of £9.9 billion. The company's Strategic Portfolio
is made up of its global cigarette brands and a growing range of
reduced-risk*† New Category tobacco and nicotine products and
traditional non-combustible tobacco products. These include vapour,
tobacco heating products, modern oral products including
tobacco-free nicotine pouches, as well as traditional oral products
such as snus and moist snuff. In 2020, we had 13.5 million
consumers of our non-combustible products, a rise of 3 million on
the year before.
* Based on the weight of evidence and assuming a complete switch
from cigarette smoking. These products are not risk free and are
addictive.
† Our products as sold in the US, including Vuse, Velo,
Grizzly, Kodiak, and Camel Snus, are subject to Food and Drug
Administration (FDA) regulation and no reduced-risk claims will be
made as to these products without FDA clearance.
** Based on Vype/Vuse estimated value share from RRP in measured
retail for vapour (i.e. total vapour category value in retail
sales) in the USA, Canada, France, UK, Germany. These 5 markets cover an estimated
77% of global vapour closed system NTO, calculated in June –July
2021.
About McLaren Racing
McLaren Racing was founded by New
Zealand racing driver Bruce
McLaren in 1963. The team entered its first Formula 1 race
in 1966, since then McLaren has won 20 Formula 1 world
championships, more than 180 Formula 1 grands prix, the Le Mans 24
Hours at its first attempt and the Indianapolis 500 three times. McLaren Racing
currently competes in Formula 1 globally and INDYCAR in the
US.
The team is contesting the 2021 FIA Formula 1 World Championship
with Lando Norris and Daniel Ricciardo, and in the 2021 INDYCAR Series
with Arrow McLaren SP drivers Pato
O'Ward and Felix Rosenqvist.
McLaren was the first F1 team to be certified carbon neutral ten
years ago and has successfully retained the Carbon Trust Standard
Award, most recently in February
2021. They were also the first team to be awarded the FIA
Institute's Environmental Award in 2013, which they have
consistently maintained at three-star level.
In 2022, McLaren Racing will enter a new category of motorsport
when it enters a team into Extreme E, the innovative all-electric
off-road racing series that highlights the impact of climate
change.
About Driven by Diversity
Driven by Diversity is a non-profit organisation founded by a
group of motorsport industry professionals whose mission is help
educate, assist and give access to under-represented individuals
wishing to work, participate or engage with motorsport. They work
with industry bodies, teams, brands, drivers and stakeholders
across the motorsport industry to help increase diverse driver
talent on track, encourage individuals into STEM related roles
behind the scenes and engage creative talent to share their passion
for the sport with the world.