Campaign that tackles the issue of underrepresentation
of black people in UK motorsport and provides strategic solutions that guarantee a cycle of investment in their
future through education.
WHAT
“Brake Bias” is a Formula 1 term that determines how much braking force is sent to the front brakes and how much
is goes to the rear brakes.
It is, however, read the same as “Break Bias” - To be willing
to question ourselves and others, to speak up for change,
to think differently, hire differently and promote differently.
And that is the exact goal of this campaign. With the support of Mission 44 and the Hamilton Commission, Brake Bias focuses on helping young people from under-represented backgrounds achieve their ambitions in wider society;
and increasing diversity in motorsport, by improving educational opportunities and offering financial support.
But I’ll let Sir Lewis Hamilton, 7x F1 World Champion,
do the talking.
OUR MISSION
Our mission is to improve, support and empower the representation of Black People in UK motorsport.
To achieve this goal, we provide a multi-sensory collective of solutions and strategies that guarantee investment in black children’s future through education, visibility and diversity.
Turning the feeling of protest and resistence into a cultivation of celebration and joy. Black Joy.
HOW - OUR PILLARS
CHANGE - We will encourage change by creating exposure and bring awareness upon this issue.EMPOWERMENT - Brake Bias is creating merit-based scholarships that focus on increasing diverty. EDUCATION - We are building an academy that will offer students the tools and skills necessary to pursue careers in STEM.OPPORTUNITY - Brake Bias is bringing career events directly to students and creatings interest around STEM subjects.
HOW - EVENTS
This campaign is devided into 2 major events:
The youth event:
Where we will be bringing interactive career events directly to schools and creating interest around the roles in F1 and the STEM sector.
The fundraiser event:
Where we will be hosting an auction to help finance scholarships and the Brake Bias Academy, Ted Talks for sponsors and investors to learn about our cause and how they can help, and lots of other entertainment (including a performance by Love SSega and catering by Eat of Eden).
EVENTS’ VISUALS
Before the campaign would take place, we designed the Brake Bias helmet
and used it as the teaser for our campaign- A way to make people engage with it before it had even started.
A way to spark curiosity and create expectations- After that, we would launch the full video on our social media: “The future is in your hands”
and finally introduce the campaign
to the public.