We have been engaging our passengers via inflight fundraising programmes – such as Cathay Pacific’s “Change for Good” for UNICEF and Cathay Dragon’s “Change for Conservation” for The Nature Conservancy – as well as through Asia Miles.
Cathay Pacific/UNICEF Change for Good inflight fundraising programme
Since 1991, travellers on Cathay Pacific flights have been encouraged to donate any spare change of any currency to UNICEF. Cabin crew help distribute, collect and seal Change for Good envelopes inflight. Cathay Pacific staff members have participated in-field visits to witness first-hand how this spare change is used to improve the lives of children.
In August 2016, we announced that the airline’s passengers had contributed more than HK$13.9 million in 2015 to help improve the lives of disadvantaged children around the world. Since the programme’s launch in 1991, more than HK$165 million have been raised through Change for Good. The money collected is used to support UNICEF’s programmes, helping children in more than 150 developing countries around the world.
2016 marked the 25th Anniversary of the partnership between Cathay Pacific and UNICEF HK. Twenty-five newly designed donation envelopes, each representing a different country, were launched on 1 October 2016. Starting from 2016, 30% of the donations have been received by will be allocated to the Schools for Asia initiative, which aims to transform the lives of children through education in China and India.
Staff field trips to Nepal and China
In 2016, our staff from Cathay Pacific joined UNICEF field trips to Nepal and China in July and December respectively. They were able to see how funds from “Change for Good” have been put to good use in improving people’s lives, and were also able to learn more about the critical issues faced by local communities, such as post-earthquake recovery efforts in Nepal and early education needs in China.
I could see how the children are benefitting from the UNICEF projects. The project teams make a special effort to create space for the children to play and learn, devising exciting and ingenuitive ways to make learning more fun, while also helping to improve their living environment and hygiene standards.
Cathay Pacific Wheelchair Bank
The Wheelchair Bank was set up in 1996 with the help of the Faculty of Medicine at the Chinese University of Hong Kong, the Hong Kong Polytechnic University and the Prince of Wales Hospital, in order to raise funds to purchase specially adapted wheelchairs for children with neuromuscular diseases.
Since 1999, with UNICEF’s support, an average of one month’s proceeds each year from Cathay Pacific’s Change for Good inflight fundraising programme has been donated to this cause. To date, more than HK$16 million have been donated to the Cathay Pacific Wheelchair Bank, which has contributed to the aid of nearly 500 children.
Turn Miles into Good Deeds – Asia Miles Social Goods
Asia Miles Limited, a wholly owned subsidiary of Cathay Pacific Airways Limited, shows its strong commitment to the community and the environment through various charitable initiatives. The leading travel and lifestyle rewards programme in Asia serves as a platform for NGO partners to reach their potential donors while at the same time offering a number of charitable choices to its members. With the aim of delivering a Life Rewarded, the online platform connects Asia Miles (which has more than nine million members worldwide) with charity partners and other NGOs. Asia Miles converts miles into good causes that benefit the underprivileged across the globe.
In response to member feedback, Asia Miles greatly expanded the depth and breadth of social goods packages available at its online platform in 2016.
Social goods items included a birdcage oil burner, the proceeds of which were donated to Heep Hong Society – a leading education and rehabilitation organisation committed to helping children and youth with special needs. Other items included a Lotus 8 Print Silk Shawl from L plus H Fashion – a social enterprise which collaborated with the Arts with the Disabled Association Hong Kong to popularise the arts among people with disabilities. Another one was a mammogram service from The Hong Kong Breast Cancer Foundation for financially underprivileged women. Many other items are available on the Asia Miles iRedeem platform.
Oxfam Trailwalker and UNICEF Charity Run – Asia Miles
Asia Miles has been a long-standing sponsor of major charity sports events in Hong Kong, including the OXFAM Trailwalker (OTW) and the UNICEF Charity Run.
Asia Miles has been sponsoring OTW, the largest hiking fundraising event in Hong Kong, which was hosted by Oxfam Hong Kong. For the past 13 years, funds from the event have supported Oxfam’s various poverty alleviation and emergency relief projects in Africa and Asia, including in Hong Kong, Macau and Mainland China. In 2016, the partnership expanded to offer Asia Miles members an opportunity to redeem social goods, such as a cow, a road, meals and a safe haven. Miles redeemed for these much-needed items and facilities supported the underprivileged in remote villages in their struggle for a better life.
For the 10th consecutive year, Asia Miles supported the UNICEF Charity Run, the second largest long-distance running event in Hong Kong, to raise funds for UNICEF’s “Unite for Children, Unite against AIDS” global campaign. In 2016, members redeemed miles for participating in the charity run, while non-running members supported UNICEF by redeeming UNICEF HK Gift Packages. Gift Packages helped to eliminate mother-to-child transmissions of HIV in over 150 developing countries, while also protecting children from contagious diseases which could leave survivors with life-long disabilities, such as blindness, deafness and brain damage. Asia Miles members, staff and family took part in the charity run.
Social Enterprise Products Inflight
Since 2005, we have been offering products through our inflight sales shop that are managed by social enterprises and benefit the underprivileged. In 2013, a special section called “Shop for a Good Cause” was created in our inflight shop magazine, Discover the Shop, to support charitable products. The section has been further revamped to the current “Cathay Pacific Cares”. Throughout 2016, our inflight sales programme continued to collaborate with different charities to offer various charitable items including:
- SPCA – Foldable Bag & Giant Aeroplane Chess
Established in 1921, the Society for the Prevention of Cruelty to Animals (SPCA) rescues thousands of animals each year and proactively carry out educational work on animal welfare.
- Love + Hope – Handmade Traveller’s Wallet and ‘Mail of LOVE’ Passport Holder
Love + Hope is a social enterprise founded in 2008 to provide job opportunities to the locally-based, skilled but displaced textile artisans of Hong Kong. They offer products that combine the finest materials with artisan craftsmanship and revives Hong Kong’s rich heritage of knitwear manufacturing. They take pride in their efforts to revitalise the label “Made in Hong Kong”.
- LEAP – Vivienne Tam X LEAP Tote Bag
Life Education Activity Programme (LEAP) reaches out to young people in local and international schools in Hong Kong to promote drug prevention, and more than 90,000 students benefit from the programmes each year.
- Hong Kong Breast Cancer Foundation – The Pink Scarf
The Hong Kong Breast Cancer Foundation is a non-profit charitable organisation dedicated to mitigating the threat of breast cancer to the local community through education, advocacy, support and research.
- &Care – Hand Stitched Leather Stationery Set
&Care, working together with commercial enterprises, is devoted to promoting the spirit of caring in collaboration with social and commercial sectors through the ‘Enterprise & Care’ brand.
Further to the Cathay Pacific Cares Section, Discover the Shop collaborated with its key partner brands during Q4 2016 to support the Cancer Fund Pink Revolution campaign. $10 was donated to the Hong Kong Cancer Fund for each of the selected items sold. Hong Kong Cancer Fund promotes the importance of early detection of breast cancer and provides free breast cancer support services in Hong Kong.