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LONDON, Nov. 29, 2021 /PRNewswire=KYODO JBN/ --

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(TM) , 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

[https://www.youtube.com/watch?v=Nbr26F_qYoo] , 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 GBP 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 GBP25.8 billion in

2020 and profit from operations of GBP 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.

Source: BAT