How we contribute to
local communities
Investing in the future: Education and capacity building
We believe it is essential to contribute to the skills development and capacity building of young people. This is why we support educational programmes at all levels, particularly those linked to the aviation industry. We bring this to life through long-term programmes such as English on Air, I Can Fly, the Dragonair Aviation Certificate Programme, and our support to the Advanced Aviation Education Programme and Life Education Activity Programme (LEAP).
I Can Fly
This unique education initiative aims to increase young people's understanding and skills related to the aviation industry. More than 3,000 students have graduated since its launch in 2003. This year, our San Francisco port launched a local version of the programme. A team of 12 high school students participated in a nine-week programme to explore various careers in commercial aviation, as well as a weekend of community service. The training programme has influenced the graduates' career choices and, as a result, a significant number of alumni went on to pursue a career in the aviation industry.
Our community investment
management approach
Our commitment to communities is a core part of our Sustainable Development Strategy in addition to our focus on the environment and our employees. Whilst we have priority areas, we also have a flexible approach which enables us to respond to local needs and local priorities. As much as possible we seek to involve and engage our employees in all our community investment.
Through our ongoing dialogue with local communities we can better understand and work to address issues and concerns. Before deciding upon an approach to community involvement, we recognise that we need to understand and assess needs, suitable approaches, and potential impact. In Hong Kong, we partner with local community groups, NGOs and other institutions, such as neighbourhood councils, integrated service centres, district councils, universities and schools.
We understand that our community investment must be measured by the impact we make for local communities. In 2009, we set ourselves a goal to implement a system to measure the impacts and outcomes of our community investment initiatives. This is work in progress and we are currently examining international best practice and appropriate management tools.