Singapore Airlines 2012 Annual Report Download - page 31

029ANNUAL REPORT 2011/2012
Operating Review
A proud advocate of the Singapore brand, the Airline carried
on its support of Singapore Day, an annual event organised
by the Overseas Singaporean Unit aimed at engaging
Singaporeans residing abroad. Singapore Day 2011 was held
in Shanghai, China, attracting a total of 5,500 Singaporeans
who enjoyed the wide selection of hawker fare and
local performances.
As a global airline operating to more than 60 destinations
in over 30 countries, Singapore Airlines is acutely aware of
the importance of building strong relationships with the local
communities that it serves. Many of our overseas offices work
with local charities in support of various initiatives and causes.
In Australia, the Airline was the official airline partner for three
major visiting exhibitions including Picasso: Masterpieces
from the Musée National Picasso, Paris; Extraordinary Stories
from the British Museum; as well as Matisse: Drawing Life.
It also maintained its long-time support for The Arts Centre
in Melbourne, the Western Australia Ballet and Queensland
Ballet, on top of two Spanish and Indian film festivals.
Fundraising activities were also carried out in the aftermath
of the Christchurch, New Zealand earthquake.
In Japan, the Airline has established an annual tradition
of visiting children at the Narita Red Cross Hospital each
Christmas. In 2011, our staff members dressed up as
Santa and his assistants, visiting the children’s wards with
Christmas gifts that brought smiles to many young faces.
Following the 11 March earthquake and tsunami in Japan,
the Airline pledged to match staff donations for relief and
recovery efforts dollar for dollar. In all, over $350,000 was
raised for the Singapore Red Cross Society for its work in
Japan. Including contributions from staff in overseas stations
to their local Red Cross chapters, as well as a contribution
from the Airline Pilots Assocation – Singapore to the Japan
Red Cross, a total of $415,384 was raised.
In the Philippines, the Airline supported the Children’s Hour
Annual Benefit Luncheon “Everyday it’s Christmas”. A range
of gifts and donations were given to children of informal
settlers along the Pasig River and its tributaries. In December
2011, the Airline also worked with the Malaya Kids Ministry
to provide gift items and toy sets to the Smokey Mountain
dwellers. After tropical storm Sendong in Cagayan de Oro
struck in January 2012, cartons of blankets were donated
to victims, many of whom lost their homes and belongings.
In Korea, a spontaneous fundraising bazaar for
underprivileged children was held in conjunction with the
Beautiful Store, a non-profit organisation that provides aid to
children in need. The idea had been conceived by a few staff
members during a discussion. In a short span of a month,
the local town, airport and cargo offices collected more than
2,500 donated items in pristine condition, which were sold
alongside Singapore-style chicken curry rice and Singapore
Slings prepared by Singapore’s Ambassador to South Korea.
Over $350,000 was raised for the
Singapore Red Cross Society for
relief and recovery work in Japan
in the aftermath of the March
2011 earthquake and tsunami.