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Building on its partnership with the Jane Goodall Institute of Canada (JGIC), Air Canada is launching a new initiative to spotlight illegal wildlife trade (IWT) and its impact on global biodiversity. In collaboration with JGIC and involvement from Dr. Jane Goodall herself, the awareness campaign will showcase animals endangered from IWT on the airline's in-flight entertainment welcome screens, social media, and more during Earth Month, along with a special message from Dr. Jane Goodall.
Air Canada is actively engaged in the fight against illegal wildlife trafficking, enforcing a strict policy against transporting banned species, hunting trophies, or any products linked to illegal wildlife activities. In 2020, Air Canada signed the Buckingham Palace Declaration and became the first airline in the Americas to obtain the IATA IWT certification, demonstrating the implementation of policies to prevent the transportation of illegal wildlife products. The airline also joined the United for Wildlife's North America Regional Chapter in 2022 and developed IWT e-learning modules for all frontline employees and managers in Air Canada Cargo, its freight division.
"At Air Canada, our belief is while much of what we do to reduce our environmental footprint is about leaving less, we also need to do more to improve our planet's fragile ecosystems. As a global airline, we can use our platform to bring more awareness to the illegal wildlife trade and how that affects overall biodiversity. To further support this important work, all Aeroplan points donated to The Jane Goodall Institute of Canada for one week following Earth Day will be matched by Aeroplan. We are also honoured to celebrate Dr. Goodall's 90th year by supporting her birthday tour across Canada to inspire the next generation of environmental stewards," said Valerie Durand, Head of Investor Relations and Corporate Sustainability at Air Canada.
Agencies behind the Spotlight Illegal Wildlife Trade
Rating campaign:
- Agency:
- Brand: Air Canada
(click on the link to view the agency's Vendor Directory listing)
