Cathay Pacific 2011 Annual Report Download - page 12

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10
We donated RMB500,000 to the Red Cross to help
victims of the Yunnan earthquake. Staff collected more
than HK$342,000 for donation to the New Zealand Red
Cross to help the victims of the Christchurch
earthquake.
In November 2011, we launched an appeal among
staff to raise money to help those affected by the
flooding in Thailand. The Company matched the funds
raised. HK$1.2 million was given to the Red Cross for
its relief efforts.
The “Cathay Pacific Green Explorer” programme was
started in May 2011. In August, 40 participants, aged
16 to 18, participated in the programme in Hong Kong
and Sichuan (in Mainland China). The aim is to improve
the participants’ understanding of environmental
issues and of the importance of conservation. The
programme has received positive feedback from
participants and we aim to make it a regular feature of
our community-related events.
The CX Volunteers continued to help the local
community. Their activities include the “English on
Air” programme, which has helped more than 1,500
students, including one-fifth of Tung Chung school
students, to improve their conversational English skills.
Staff volunteers visited single elderly people in Tung
Chung (on Lantau Island in Hong Kong) to help
decorate their houses before the 2011 Chinese New
Year and in October 2011 helped to distribute 300
recycled computers donated by Cathay Pacific to
underprivileged young people in the Yau Tsim Mong
district of Hong Kong.
Cathay Pacific continued to support UNICEF through
its “Change for Good” inflight fundraising programme.
In June 2011, we announced that the airline’s
passengers had contributed more than HK$12.3 million
in 2010 to help improve the lives of disadvantaged
children around the world. Since the programme’s
launch in 1991, more than HK$110 million has been
raised through “Change for Good”.
Cathay Pacific was awarded the “Five Years Plus”
Caring Company Logo by the Hong Kong Council of
Social Service, in recognition of its good corporate
citizenship, for the fifth consecutive year. Dragonair
was named a Caring Company for the sixth
consecutive year.
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2011 in Review
In May 2011, we launched the “Connecting Your
World” campaign as part of the celebrations to mark
100 years of aviation in Hong Kong. The campaign
invited the Hong Kong public to offer their ideas on
how aviation has connected Hong Kong to the world,
with 1,800 air tickets shared amongst Hong Kong’s
18 districts as prizes. More than 6,000 people
submitted entries.
Other initiatives to mark the aviation centenary
included a major fare promotion in March 2011, an
aviation knowledge contest for students and a record-
breaking aircraft pull. The knowledge contest,
organised in conjunction with the Hong Kong Civil
Aviation Department and the Hong Kong Air Cadet
Corps, attracted more than 260 teams, comprising 780
students, from secondary schools in Hong Kong, with
the winning team being flown to the Boeing factory in
Seattle for a delivery flight trip. More than 5,000 young
aviation fans were engaged through a Facebook
campaign based on the contest.
Cathay Pacific continued to support the Hong Kong
community by helping to stage major events in the
city. In January 2011, we sponsored the Hong Kong
Tennis Classic, which we have backed for more than
three decades. In March 2011, we were again co-
sponsor of the Cathay Pacific/Credit Suisse Hong Kong
Sevens. In May we announced an agreement to
co-sponsor the event with HSBC from 2012 to 2015.
In November, we were co-sponsor of the Hong Kong
Squash Open. In December we were the sponsor of
the Hong Kong International Races. In January 2012,
we were the title sponsor for the International Chinese
New Year Night Parade, for the 14th consecutive year.
Thirty-eight of our staff contributed to a new book,
Flying High with 38 Hearts of Gold, telling stories of
their volunteering efforts around the world. Royalties
from the book are being donated to the Sunnyside
Club, a charity set up by Cathay Pacific staff to help
physically and mentally challenged children in
Hong Kong.
Cathay Pacific continues to engage the local public
through organised tours of the airline’s headquarters at
Hong Kong International Airport. Around 14,600 visitors
from schools and NGOs were welcomed in 2011.
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