Formula One (F1) unveiled a new initiative on 22 June aimed at tackling issues such as climate change and racism.
The series’ new #WeRaceAsOne platform, which will support and run in parallel with the global motorsport governing body FIA’s #PurposeDriven Movement, sets out to ‘underpin the single-seater motorsport series’ strategy to make a tangible difference in the sport and society’.
Timed to leverage the sport’s return to racing and use this moment as a platform to tackle a range of societal issues with renewed purpose and determination, the campaign was initially unveiled with a PR push and its first phase was led by social content deployed across F1’s own channels and team/driver platforms which laid out a series of pledge commitments to address a range of issues spanning front line worker support, sustainability, inclusion and equality.
And as we build to Austria, we will be announcing new pledges to support a wide range of causes including front line workers, sustainability, inclusion and equality.#WeRaceAsOne #F1 https://t.co/PAHU4zELQh
— Formula 1 (@F1) June 22, 2020
Today we are proud to set out a new series of commitments, including a personal $1 million contribution from CEO Chase Carey, to increase diversity and inclusion, across and within F1
More information https://t.co/5RqDfowVOW#WeRaceAsOne pic.twitter.com/4aJa4Iq2C4
— Formula 1 (@F1) June 25, 2020
The next stage will come immediately ahead of the first race of the 2020 F1 campaign in Austria – which will take place on 3rd to 5th July – where all the various constituent parts and partners of the Formula 1 will say thank you to key workers and individuals around the world by displaying rainbows on the F1 cars and around the race circuit with the hashtag #WeRaceAsOne.
F1 explained that the rainbow has been chosen as it has become an internationally-recognised symbol for bringing communities together during the coronavirus pandemic, and it will continue to be displayed on cars throughout the season.
For frontline workers.
For inclusion and equality.
For a more sustainable future.@F1 launches #WeRaceAsOne initiative to fight challenges of COVID-19 and global inequalityhttps://t.co/bLvZgh9cYz pic.twitter.com/ZziVvMzgHY— Alfa Romeo Racing ORLEN (@alfaromeoracing) June 22, 2020
McLaren is proud to pledge its support to @F1's #WeRaceAsOne initiative.
Read more on how we're uniting with Formula 1 to help those affected by the coronavirus crisis and supporting its increased efforts to improve diversity and opportunity across the sport.
— McLaren (@McLarenF1) June 22, 2020
#WeRaceAsOne also reaffirms F1’s stand against racism and will include a ‘visual display of support’ for the fight against inequality.
The series’ has also pledged to increase diversity and opportunity in motorsport and will set up a Formula 1 Task Force to listen to a range of opinions from across the sport and its stakeholders before making recommendations to improve the diversity and opportunity in Formula 1 at all levels.
“Our first race in Austria at the start of July is a big moment for our sport after nearly four months of no racing, said Chairman and CEO of F1 Chase Carey. “While it is an important moment for the Formula 1 community it is also a time to recognise the issues that are bigger than any one sport or country. The #WeRaceAsOne initiative we have launched today, in support of the #PurposeDriven Movement launched by the FIA last week, is our way of saying thank you to the bravery and unity everyone around the world has shown during this unprecedented time.
“It will also be a platform for Formula 1 to come together and achieve results against the most important issues facing us as a sport and the world. That is why, at our first race in Austria, Formula 1 will stand united to say loud and clear that racism must end. We will show our full support in fighting inequality throughout the weekend and accelerate our own efforts to make Formula 1 more diverse and inclusive,” Carey continued.
“As a global sport we must represent the diversity and social concerns of our fans, but we also need to listen more and understand what needs to be done and get on with delivering.”
Comment:
From the coronavirus pandemic to Black Lives Matter movement, through Pride Week and increased awareness of issues as diverse as economic unfairness, mental health, abuse and community spirit and support, social issues are at the heart of so many people at present from sports fans and rights-owners, to sponsors, brands, suppliers, governments and communities.
This new F1 initiative sees the property shift its strategy to refocus on such challenges and rolls out following much positive media coverage and fan debate over F1 active involvement in combating coronavirus through the ventilator challenge and PPE shortages and then negative coverage and criticism after Lewis Hamilton’s comments about the sport’s failure to offer speedy, substantive or public support in the early stages of the current Black Lives Matter protests.
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