Aston Martin has proven its commitment to Formula 1. So much so that in June, Pride Month, it signed a partnership with Racing Pride, a UK initiative aimed at increasing the visibility of the LGBTQ + community. Richard Morris, one of the founders, explained in detail which campaign to promote in sport.
The initiative was launched in 2019 after Morris realized that there was a very rare lack of inclusion campaigns in motorsport. In an effort to change the scenario, Racing Pride has not only created a sense of representation, but has also shown other members of the community that they are not alone.
But what is the initiative? Richard relied solely on F1MANIA “Racing Pride consists of a network of ambassadors and partners. Our ambassadors include drivers – I’m one of them, I’ve been racing since I was a kid and I’m now a Prague professional in the Bret Kar Endurance Championship; We also have W Series drivers Sarah Moore and Abby Ito and Charlie Martin, the first transgender person to compete in the Nürburgring 24-hour race last year. “
Racing Pride and Aston Martin together (Photo: Aston Martin)
“We have an esports ambassador, Kami Storch, who competes in the official Fordzilla team. But we also have many other ambassadors in various capacities such as Matt Bishop, Media, Christina Emmanolides, Alfa Romeo Engineer, as well as guards and volunteers. These ambassadors help create a positive vision for our sports community. “
“We have teamed up with a variety of national motorsport partners in the UK to reach people in sport with our initiative. Of course, we now also have our partnership with Aston Martin, which will help us advance LGBTQ + integration around the world. “
“A big aspect of our work is the provision of educational resources in order to find confident and clear partners. We provide a free file to download, work with established and new partners in the form of individual, broad and international organizations, leagues and teams, and offer tips and resources for workshops. In this way we help them to become more inclusive with their members and to communicate more comprehensively and inclusive ”, says the pilot project.
“We also want to represent the community and its allies broadly and give fans and athletes a space to interact with Racing Pride. That is why we are active in social media and make the Sportlight series all about the LGBTQ + experience for people in all sporting roles, not only in Reunion, but on an international level. ” F1MANIA.
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