Formula E and UNICEF have launched their Take A Breath campaign with a short film starring actor Tom Hiddleston.
The campaign and film aim to highlight the impact of air pollution on children, and raise awareness of how to combat it. Other campaign activity includes social media content with the same aims.
Little Dot Studios’ production company Wing created the two-and-a-half minute film, with Will Ingham directing and Molly Clifton producing. It was filmed in one shot to give the feel of an uninterrupted train of thought.
UNICEF ambassador 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.”
This year alone, UNICEF research finds that 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.
Ingham commented: “We conceived the art gallery backdrop for this campaign to underpin the power of clean air and thought, allowing the viewer to truly take a breath while watching the film and consider the harsh reality of clean air in cities but also the positive move towards progress. We decided to capture this in one shot so we could deliver a fluid and uninterrupted train of thought. Having the talent of Tom Hiddleston as our lead meant that we could truly land the message in its purest form”.
Julia Palle, director of sustainability at Formula E, 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.”
This article was originally written for Broadcast Sport. The original article can be seen here.
Check out 'Take a breath' on Formula E's YouTube Channel.