Think about sustainable flight travel. That’s what KLM Royal Dutch Airlines has proposed in its global call to action, Fly Responsibly. The airline is stepping forward to ask the aviation industry as a whole as well as individual travellers to join forces to create a more sustainable future for aviation together in an initiative by DDB Unlimited.
Esther te Pas, managing director at DDB Unlimited, stated, “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.”
The initiative began with an open letter from KLM chief executive officer, Pieter Elbers, published this weekend in leading international newspapers in the US, the UK, Brazil, the Netherlands, the Nordics and Germany, such as the New York Times, the Guardian and the Frankfurter Allgemeine Zeitung, urging everyone to join in its effort. This includes asking corporates and individuals to make responsible travel decisions.
The open letter is supported 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 video is part of an online platform bearing the new name and logo, Fly Responsibly, which will be seen across KLM communication. It prompts travellers to reconsider their options before taking a plane.
Pieter Elbers, president & chief executive officer of KLM Royal Dutch Airlines, commented, “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 2 to 3% of global man-made CO2 emissions (Source: ICAO 2016). As demand for air travel rises, this number will rise too. KLM has already made considerable progress in becoming more sustainable through weight reductions, recycling and carbon offsetting. KLM is the first airline in the world to invest in sustainable aviation fuel at a large scale by investing in the first sustainable fuel plant fuel in Europe and 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.
KLM is committed to sharing its knowledge in this field, such as optimal flight insights, with all airlines. It will also offer competing airlines its CO2 compensation programme, CO2ZERO, free of charge and free of KLM branding.
Ed van Bennekom, creative director, DDB Unlimited, commented, ”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.
Creative Agency: DDB Unlimited
Production: CZAR & Pedri animations
Post Production: Storm Post Productions
Music & sound: MassiveMusic