Cathay Pacific 2005 Annual Report Download - page 38

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36 Cathay Pacific Airways Limited Annual Report 2005
Corporate Responsibility
We at Cathay Pacific Airways recognise that we
have a responsibility to our customers, our
shareholders, our staff, and stakeholders around
the world. Safety is our highest priority. We aim to
provide attentive, caring service to our customers
inflight and on the ground. We strive to be a good
corporate citizen and to manage our businesses
in ways that benefit the wider community and
minimise our impact on the environment. We adhere
to rigorous ethical and professional standards, and
we insist on high levels of honesty, accountability
and transparent decision-making in all areas of our
operations. We endeavour to deliver superior
financial returns and provide rewarding career
opportunities to our employees. Our vision is to
achieve operational excellence in everything we do
and to lead the field in our industry.
Contribution to the community
We believe we have a responsibility to give
something back to the communities in which we
operate, and which have played such an important
role in our success. Our community and charitable
programmes focus on supporting youth, contributing
to environmental and educational initiatives, and
helping those least able to help themselves.
“I Can Fly”, our signature youth development
programme, gives 1,000 Hong Kong people aged
between 13 and 18 years the chance to learn
about aviation and devise and lead community
service activities. Our pilots and 100 staff volunteers
act as their mentors throughout. Cathay Pacific is
the principal sponsor in Hong Kong of the Life
Education Activity Programme (“LEAP”), which
promotes healthy lifestyles to children in schools
and teaches them about the dangers of drug and
alcohol abuse. It reaches children in more than
170 schools each year.
Our Change for Good inflight donation scheme, in
association with the United Nation’s Children’s
Fund, supports UNICEF programmes in over 150
countries, and helps fund the Cathay Pacific
Wheelchair Bank, providing special chairs for Hong
Kong children with neuromuscular diseases. Asia
Miles, Cathay Pacific’s frequent flyer programme,
also has four charity partners, Oxfam, UNICEF,
Project Orbis and CARE. Members may donate
miles for their use.
Since 1994, our annual Wilderness Experience, an
educational safari in South Africa, has educated
young people about key ecological issues and
promoted cross-cultural understanding among
people taking part from around the world.
Participants are selected from around the Asia-
Pacific region. More than 500 young people have
taken part since the scheme was started.
We encourage and support staff in the
development of their own charitable projects. The
Sunnyside Club was established in 1983 to help
local handicapped youngsters. To date, over 2,000
staff have volunteered their time; their motto is
“we put smiles on faces”.
Environment
As an airline, our activities do impact on the
environment; however we are committed to
seeking new ways to minimise the consequences
of our operations, and to integrating environmental
best practice into our day-to-day business and
long-term development strategies. We recognise it
is not enough simply to comply with legislation; as
an industry leader, we need to set standards that
others will follow.