KLM Royal Dutch Airlines is launching a global call to action on sustainable travel under the name ‘Fly Responsibly’.
The airline is stepping forward to ask the aviation industry as a whole – and also individual travellers – to join forces to create a more sustainable future for aviation, together.
In an open letter published this weekend in leading international newspapers including the New York Times, the Guardian, the Frankfurter Allgemeine Zeitung airline is urging everyone to join in this effort.
The open letter from KLM’s CEO, Pieter Elbers, is published in international newspapers in the US, the UK, Brazil, the Netherlands, the Nordics and Germany, and is underpinned by a social video, which asks a series of questions including: ‘Do you always have to meet face-to-face?, could you take the train instead?, and could you contribute by compensating your CO2 emissions or packing lightly?’
The ‘Fly Responsibly’ initiative is conceived and created by KLM’s long-time creative partner, DDB Unlimited.
KLM Royal Dutch Airlines president and CEO, Pieter Elbers said: “Sustainable development in aviation is not a ‘one-airline-topic’ and actual progress will only be made when we work together as an industry.
“That’s why with the launch of the ‘Fly Responsibly’ initiative, we invite others to use our CO2Zero-programme for carbon compensation free of charge and free of brand, and partner in our corporate BIO-fuel programme.”
The aviation industry is responsible for two to three percent of global man-made CO2 emissions.
As demand for air travel rises, so too will this number.
KLM has already made considerable progress in becoming more sustainable through weight reductions, recycling and carbon offsetting.
AirFrance KLM Group has ranked at the top of the Dow Jones Sustainability Index for the past 14 years, however efforts by one player in the industry alone is not enough.
A global call for collaborative action
A joint international movement is needed for more substantial progress.
Leading the way, KLM has become the first airline in the world to invest in sustainable aviation fuel.
KLM has also committed to sharing its sustainability learnings, best practices and tools with its competitors.
Stepping forward, KLM is committed to sharing its knowledge in this field – such as optimal flight insights – with all airlines.
KLM will also offer competing airlines its CO2 compensation programme ‘CO2ZERO’ free of charge and, of course, free of KLM branding.
DDB Unlimited managing director, Esther te Pas said: “KLM has strong views on creating a sustainable future for aviation.
“So, it’s very fulfilling to turn this vision into the ‘Fly Responsibly’ platform.
“This isn’t about a campaign, but an initiative with a long-term commitment to change.
“We’re proud to take the lead and to help KLM to really set the agenda on sustainable air travel.”
While KLM does not claim to have all the answers, the initiative is rooted in the belief that collaboration – and joining forces with all key players – is essential.
To accelerate progress and find new solutions, the initiative reaches out to every stakeholder in aviation, including other airlines and air travellers to join in this effort.
DDB Unlimited creative director, Ed van Bennekom added: “When we first created the line ‘Fly Responsibly’ the whole team instantly had the feeling that this could be big.
“And it grew bigger and bigger. Fly Responsibly is much more than an awareness logo.
“It’s a movement inviting the entire aviation industry and air travellers, to join forces.
“We hope other airlines will follow soon and embrace this initiative.”
Tips for taking action can be found on the Fly Responsibly website: klm.com/flyresponsibly
Creative agency: DDB Unlimited
Production: CZAR, Pedri animations
Post production: Storm post productions