Air Canada begins wildlife campaign
By Derek Winkler
Air Canada has begun a campaign in association with the Jane Goodall Institute of Canada intended to raise awareness of illegal wildlife trade and its impact on global biodiversity. It consists of executions on the airline’s in-flight entertainment system screens, as well as social media content. The creative features images of various endangered animals. In addition, from April 22 to 28, loyalty points donated to the institute by participants in the Aeroplan program will be matched by the company.
“At Air Canada, our belief is while much of what we do to reduce our environmental footprint is about leaving less, we also need to do more to improve our planet's fragile ecosystems,” said Valerie Durand, head of investor relations and corporate sustainability at Air Canada. “As a global airline, we can use our platform to bring more awareness to the illegal wildlife trade and how that affects overall biodiversity. To further support this important work, all Aeroplan points donated to The Jane Goodall Institute of Canada for one week following Earth Day will be matched by Aeroplan. We are also honoured to celebrate Dr. Goodall's 90th year by supporting her birthday tour across Canada to inspire the next generation of environmental stewards.”