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