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
Music & sound: MassiveMusic
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]