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KLM AirCares, the charity program of KLM Royal Dutch Airlines,
is to launch a unique poster campaign on August 1, aimed at inspiring KLM staff company-wide to initiate
fundraising activities.
The “All-Jokes-Aside” campaign offers staff guidelines on how they can use their day-to-day activities to raise funds for a good cause.
The poster campaign was developed by the communication consultancy TBWA\Brand Experience Company. Noel Ford drew the comical illustrations for the posters.
This light-hearted campaign features totally implausible fundraising initiatives for KLM’s three key businesses: Cargo, Passenger, and Engineering & Maintenance. The
idea behind the campaign is to show staff that it is both beneficial and fun to raise funds in support of a worthy cause. Initiatives of this kind also strengthen the bond
between colleagues and improve team spirit.
KLM AirCares supports relief organizations and projects in developing countries. The current campaign urges staff to launch initiatives that generate funds for these
worthy causes. The campaign also includes an informative brochure, giving examples of staff who have used their day-to-day activities to raise funds.
Since its establishment in November 1999, KLM AirCares has supported 22 different projects. Over the years, the organization has raised a total of more than EUR
450,000 and 33 million frequent flyer Miles for these projects. The campaign posters will be on display at 212 different sites in 66
countries.
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