klm aircares helping children’s · frequent fl yers can donate their miles to a worthy cause....

25

Upload: others

Post on 04-Oct-2020

0 views

Category:

Documents


0 download

TRANSCRIPT

Page 1: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are
Page 2: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

k l m a i rc a r e s

Generating maximum publicity and funds for relief organizations

supporting children who need all the help they can get – that is the

prime objective of KLM’s charity program AirCares.

Helping children’scharities worldwide

Page 3: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

2

Kidole kimoja hakivunji chawa – this Swahili proverb literally means “one fi nger cannot kill a louse,” but it is often used fi guratively to indicate that a child is not raised by one hand alone. This is certainly the case in developing countries, where the entire community often has a hand in raising children. But even when so many people join hands, resources may be in short supply. In many coun-tries, disease, poverty and armed confl ict hamper the healthy and happy development of children. Fortunately, innumerable relief organizations are concerned with the plight of these children. AirCares deeply admires the efforts undertaken by such organizations and gladly lends a helping hand wherever possible.

What does AirCares do?AirCares makes a structural and concrete effort to draw attention to the plight of underprivileged children worldwide. AirCares does so, fi rst and foremost, by generating as much publicity as possible for relief projects that are either fully or partly devoted to children. AirCares also raises funds for the relief organizations that run these projects. For instance, by asking passengers to donate frequent-fl yer miles and money. In addition, AirCares offers emergency support in the event of major disasters, by donating KLM tickets and cargo capacity aboard its fl ights.

How does AirCares work? Four times a year, AirCares selects a specifi c project run by a relief organization, which is then spotlighted and promoted for a period of three months. When selecting these projects, AirCares carefully considers the following criteria:• The sustained benefi t that the aid has on the

welfare of the children;• The organizational structure of the relief

organization;• The travel requirements of the organization;• The geographical location and thematic focus of

the project;• General fi nancial accountability;• The manner in which the organization involves

local relief workers and staff in the project.

AirCares inspects every project in advance. During these reconnaissance trips, we make photos and shoot fi lm footage. This promotional material features in various media:• A fi ve-minute fi lm that is screened aboard all KLM

intercontinental fl ights;• An article in KLM’s infl ight magazine Holland Herald;• Numerous internal KLM publications;• Our own website www.aircares.nl;• A short article in Flying Dutchman Magazine,

which is sent to Dutch members of KLM’s frequent fl yer program;

• Various other promotional and fundraising activities.

Page 4: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

3

How does AirCares raise funds?Passengers aboard KLM’s intercontinental fl ights are offered the opportunity to make credit card donations when the tax-free trolley goes around. Customers and KLM staff can also make safe and easy donations via www.aircares.nl. In addition, frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are credited to a special account, enabling relief organizations to book free tickets with KLM. This helps minimize travel costs for organizations whose staff regularly travel back and forth to projects. The money they save directly benefi ts the underprivileged children they support.

Why was KLM AirCares founded?As a global airline, KLM operates services to countries where children live in conditions that are far from ideal. KLM and its employees are touched by the plight of these needy kids and would very much like to help improve their circumstances. Fortunately, KLM is in a position to do so. As an international enterprise, we have access to a wide range of media that can be used to promote worthy causes. This makes KLM a highly suitable benefactor for relief organizations that wish to bring their efforts to the attention of a broad and varied audience.

history

KLM AirCares was established on November 1, 1999. KLM’s decision was inspired by its US partner Northwest Airlines, which had successfully launched a similar program seven years earlier. This program remains active to this day. From 1999 through 2006, KLM AirCares has raised around EUR 700,000 and collected almost 40 million frequent-fl yer miles for all sorts of relief organizations. The majority of these donations were generated by special fundraising campaigns

a child is not raisedby one hand alone

Page 5: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

444

Many of the organizations that KLM AirCares supports are active worldwide. This map shows only in which countries AirCares supports projects.

Page 6: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

5

Bhakti Luhur Foundation IndonesiaChildren’s Heartlink WorldwideClose the Gap AfricaCOCO RomaniaDoctor 2 Doctor KenyaThe Make-A-Wish Foundation The NetherlandsEsperanza BrazilJohan Cruijff Foundation IndiaKNCV Tuberculosis Fund TanzaniaLiliane Fonds IndonesiaMemisa Tanzania + KenyaNature for Kids Tanzania + KenyaNelson Mandela Children’s Fund South AfricaNovib IndiaPilots Without Borders Irian Jaya Right to Play UgandaRed Cross AfghanistanRonald McDonald Children’s Fund RomaniaSave a Child’s Heart IsraelSOS Kinderdorpen PeruStop Aids Now KenyaTerre des Hommes BangladeshUnicef IranWar Child WorldwideWereldkinderen ChinaWings of Support Africa

���� �������������������������������

supported organizations

Page 7: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

6

AirCares organized one of these special activities for Save a Child’s Heart. This Israeli volunteer organization, consisting of heart specialists, pediatricians and nurses, offers free surgery to children from third-world and developing countries who suffer from life-threatening heart conditions. Close to half of these children are Palestinian. Through its commitment to these children, this organization not only saves children’s lives, but also

hopes to contribute towards improving general relations between the people of Israel and Palestine.

In support of this ground-breaking initiative, AirCares set up a special stand at Schiphol where, in exchange for a donation to Save a Child’s Heart, passengers and visitors to the airport were invited to record a short video message, which they could send to family or friends via email. Hundreds of people jumped at the opportunity. This promotional activity helped AirCares collect a total of EUR 18,000 and close to two million frequent-fl yer miles for Save a Child’s Heart.

Reap what you sowAirCares also launched a special activity for Nature for Kids, an organization that uses exciting, educa-tional school fi lms in an effort to raise awareness for the environment among children in Africa. With a special stand in the form of a traditional

Special activitiesAirCares regularly organizes special activities to attract attention to

projects and raise funds for them. These activities supplement the

primary promotional campaign that AirCares runs via KLM media.

Page 8: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

7

African hut, AirCares visited fourteen children’s farms throughout the Netherlands and handed out picture postcards along with small packets of watercress seeds. The front of the postcard explained how the children could plant the seeds, and the back provided information for their parents about Nature for Kids and AirCares. More than forty KLM employees volunteered to help distribute these cards.

With the aid of this initiative, AirCares managed to collect a total of more than fi ve million miles and EUR 16,000 in donations. Working in close coopera-tion with the local population, Nature for Kids will use these donations to produce more fi lms, which will be shown to as many African children as possible, with the aid of a mobile fi lm theater that visits schools.

Give orphans a helping handWe all know that China is undergoing rapid devel-opment. More and more people are sharing in this new prosperity, but not everyone. Many Chinese orphans face a bleak future. The Dutch organiza-tion Wereldkinderen (World Children) supports this “forgotten” group by fi nding Chinese foster families for them and providing these families with fi nancial support. In the case of disabled orphans, Wereldkinderen also teaches the foster family how they can best take care of the child. This ensures that the children get all the care and attention they need within a normal family environment. To promote the activities of Wereldkinderen, KLM

AirCares ran a special campaign during the run-up to the KLM Open, the biggest golf tournament in the Netherlands. Under the banner “Putt it there for orphans,” eye-catching adverts were published in golf magazines, bringing Wereldkinderen to the attention of golf enthusiasts and urging them to donate. The slogan even featured in each hole on the course at the KLM Open. Those who made a donation stood a chance of attending a golf clinic with leading local golf pro Maarten Lafeber. With the aid of this drive and others, AirCares succeeded in collecting no less than EUR 40,000 for Wereld-kinderen.

Running for Doctor 2 DoctorAirCares also came up with an original and highly effective plan to raise money for Doctor 2 Doctor. A campaign was held during the World Airline Road Race in Amsterdam, which saw 1,500 airline employees from around the world running in the fi ve or ten-kilometer races. During the event,

special activities to attractattention to special projects

Page 9: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

8

Carla de Hart works in KLM’s Business Innovation department and gave an evening of her time to staff a phone panel for AirCares.

“During the time that AirCares was supporting the Liliane Fonds, a program on television called Wedden dat? (‘Want to Bet?’) devoted a special episode to acquiring donors for the fund. KLM offered the facilities of its Cygnifi c call center to help in the TV promotion. When a friend of mine, who also works at KLM, told me they were looking for volunteers to handle phone calls from donors, I joined up. It was a lot of fun. When you get someone on the line who’s living on a small pension and still wants to donate something, it makes you especially glad. It was an evening well spent. If AirCares ever needs volunteers, they can always ask me. If I can possibly help out, I certainly will.”

8

a word from klm volunteers

AirCares called runners’ attention to the work carried out in Kenya by Dutch pediatricians from the VU Medical Center of the Free University in Amsterdam.

To date, a total of EUR 20,000 has been raised for Doctor 2 Doctor. These donations enable the organization to fi nance the board and lodgings of doctors staying in the Kenyan town of Eldoret, where they train local pediatricians within their own hospital environment. The money will also be used to transport medical equipment from the Netherlands to Kenya, and to treat Kenyan patients in Amsterdam if suitable treatment cannot be provided locally.

More campaignsThe activities in support of Save a Child’s Heart, Nature for Kids, Wereldkinderen and Doctor 2 Doctor are just a few examples of the creative

fundraising activities that AirCares has organ-ized in the past. In the months and years ahead, AirCares intends to organize many more of such activities on behalf of organizations that help ensure a brighter future for children all over the world. And of course AirCares will continue to use KLM’s media channels to promote a different project each quarter.

Page 10: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

Close the Gap

They got their plan down on paper in September 2003. A group

of students at the University of Brussels wanted to collect used

computers from businesses, repair them if necessary, reformat them,

and then ship them to Africa. The idea was to close the digital gap

between the West and developing nations. Now all they needed was

companies that were willing to take part ...

project in practice

9

Page 11: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

10

that at a commercial organization like KLM. Danny believed in our plan immediately. It was largely due to his efforts that KLM became the fi rst major corporation in the Netherlands to donate its computers to Close the Gap. What’s more, AirCares offered to promote our project for three months. That was an unexpected bonus. I came to KLM for computers and left with a complete AirCares program.”

SpringboardThat got the ball rolling. The publicity that AirCares generated brought Close the Gap in contact with even more companies. Thanks in part to this springboard, Close the Gap is now active in Belgium, the Netherlands, and Germany, annually

Olivier Vanden Eynde, director of Close the Gap, remembers it as if it were yesterday. “We had sent an email to KLM’s IT manager and he invited me over for a chat in Amstelveen. He was open to the idea, but said he would fi rst have to discuss it with the Sponsoring department. He called Danny de Graaf, the head of AirCares, and we were fortunate in that he was not only in the building, but also had time to meet with us. Five minutes later, the three of us were sitting around a table.”

Bonus“Danny was clearly a man with a mission,” says Vanden Eynde. “I quickly got the impression that AirCares is more than just a business project. It was really comforting to fi nd non-profi t mentality like

closing the digital gap between the West

and developing nations

Page 12: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

Stephanie Andriesse is a labor lawyer at KLM and offered to promote Nature for Kids.

“Nature for Kids is a fantastic program initiated by Dutch fi lmmaker Dagmar van Weeghel. She makes fi lms for African school children, showing them how important it is to take care of the environment around them. The underlying idea is that adults are often stuck in their ways while children are open to change. When I read in Wolkenridder Magazine — KLM’s in-house magazine — that AirCares was looking for volunteers to distribute promotional tickets at local children’s farms, I signed up right away. I took out three weekend days, one in Heemstede, one in Amsterdam, and one in Amstelveen. It was great fun. The tickets were attached to little bags of seeds that the kids could plant. They loved that. The parents were also intrigued by our message. I’ve been making donations to charitable causes for children for years. But this time, I was able to do something with my own two hands. If AirCares ever calls for volunteers again, I’ll be fi rst in line!”

collecting about 15,000 computers, screens, lap-tops, and other equipment. After a critical selection and repairs, a large percentage of this machinery is put to good use in developing nations. One example is the special education center for deaf children in Tanzania, that was established by Close the Gap with support from AirCares, which provided the computers and transportation, andtook care of the customs formalities. “Normally, importing computers is a complex and costly affair,” Vanden Eynde explains. “But thanks to thehelp of KLM staff in Dar es Salaam, everything went smoothly.”

11

a word from klm volunteers

Page 13: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

12

let the computer do the talking

CatalystEven now, KLM regularly provides transport for Close the Gap’s computers to Africa. KLM continues to donate computers to the group, and an AirCares staff member advises Close the Gap on communication.

“AirCares had been a great catalyst for us,” says Vanden Eynde. “Especially when it comes to brand awareness and credibility. When we started out in

2003, we were a small and unknown organization. The challenge for us was to get a foot in the door, especially in the Netherlands, because the business world is larger there than in Belgium. When you get the support of a company like KLM – which has a great reputation – a lot of doors start opening up. Quite a few companies learned about us via KLM. Thanks to AirCares, we’ve been able to take a big step forward.”

The Msandaka Deaf and Dumb Children Center in Moshi, Tanzania, provides food, clothing, books and special education for about 50 deaf children. Many of these children have diffi culty communicating, despite having learned sign language and lip-reading. The Msandaka Center therefore decided in 2004 to create a room with computers that are equipped with speech technology and connected to a network. Using the computers, the children can communicate with people who do not understand sign language. The teacher was given a computer equipped with a microphone and special software so the children could watch him on their screens. They can also communicate with each other via the network. When they have completed their study, they are allowed to take their computer home to help them earn a living.

Page 14: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

The Blue ArkYou won’t be surprised to hear that life is hard for disabled children

on Sumatra. And the tsunami certainly didn’t make things any

better. Parents could no longer take care of their disabled children,

and the disaster left many more disabled children in its wake.

To meet the growing need for suitable care, AirCares teamed up with

Wings of Support (a charity founded by KLM and Martinair fl ight

crew) and Sharing Success (corporate support fund) to build a new

rehabilitation center for disabled children in Medan.

project in practice

13

Page 15: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

14

important, of course, is that the children and staff are very happy with it. Hopefully the facilities will stand them in good stead for years to come. That’s why Wings of Support agreed to cover operating costs for three years. The money will be used to fi nance education for the children.”

AttitudeThe rehab center doesn’t only treat victims of the tsunami, it also helps children suffering from all sorts of disabilities. “In Indonesia, handicapped children are often treated as second-class citizens because they can contribute little or nothing to the upkeep of their families,” Van Wagtendonk explains. “The shelter’s aim is to help these kids with their rehabilitation and to bring about a

The center opened on October 11, 2006, and was named The Blue Ark. It consists of two sections. The fi rst section is the wisma, a house that previously served as the rehab center but was actually too small. This was renovated and transformed into a dormitory for children and staff. The second section is a brand-new treatment center, which is located next door.

For Years To ComeKLM purser and Wings of Support chairman Ron van Wagtendonk, who oversaw the center’s construction from beginning to end, says he is “absolutely delighted” with the result. “It’s a beauti-ful building, spacious and fresh inside and out, and easy to clean and maintain. But, what’s most

a new rehabilitation center in Medan

Page 16: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

positive change in society’s attitude towards them. The center wants to help people get used to disabled children and convince them that every child deserves love and care.”

RehabilitationThe Blue Ark is run by the Bhakti Luhur Founda-tion, an organization that works to help children within their own living environment. Caregivers from Bhakti Luhur visit the children at home, offer medical care and education, and teach them how to fend for themselves. Children in need of special care are taken into the Blue Ark. When they have completed their rehabilitation program, they return home again. Then the process of social rehabilita-tion begins. Together with their family, they con-tinue their recovery with support from the Blue Ark.

Shirley Winarko Leiwakabessy is regional accounts manager for KLM Indonesia, Singapore, Australia & New Zealand. She volunteered to help develop The Blue Ark rehabilitation center for disabled children on Sumatra, Indonesia.

“Because I work for KLM, I’m very with familiar AirCares, of course. I think it’s a fantastic program. It’s great that KLM supports underprivileged children all over the world via AirCares. So I jumped when I heard they needed help with the program. Together with our area manager, I helped the Blue Ark construction team arrange all sorts of customs and immigration formalities, and prepare the opening ceremony. It really was a great feeling to contribute in this way. The Blue Ark is a wonderful initiative, which is going to give a lot a children a better life and faith in the future. If I ever get an opportunity to help AirCares again, I will grab it with both hands.”

15

a word from klm volunteers

Page 17: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

16

Well worth it“Years from now, when the direct effects of the tsunami have faded away, the center will continue to care for as many children as possible,” says Van Wagtendonk. “That was a crucial factor when Wings of Support decided to promote this project together with AirCares. In the end, it took just under a year to complete construction. But that was no easy task. There were diffi culties arranging

fl ights, and the ever-changing Indonesian visa regulations caused more than a few headaches. But it well worth all the trouble, when you see what a difference it makes for the children. You can see that they feel at home right away. So, on behalf of the children and the caregivers, I want to thank everyone who contributed fi nancially or supported this project in any way.

the blue ark

KLM trainer Guus Martens came up with the name “The Blue Ark” for a special contest. But the name didn’t just come out of the blue. It is, of course, a reference to KLM’s involvement in the project. And it is a reference to the sea. The name also refers to Noah’s Ark, which was a safe haven during the Great Flood. In fact, the center is called “Biru Nan Aman,” which means “Safe Haven” in the Indonesian language Bahasa.

Page 18: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

Doctor 2 DoctorPediatricians at the VU Medical Center in Amsterdam responded

with great enthusiasm when KLM AirCares asked them to operate

on children in developing nations, who had no access to proper

treatment in their own country. In fact, the pediatricians were so

enthusiastic about the idea – inspired by a similar program initiated

by Northwest Airlines – that they took things one step further:

Wouldn’t it be even better to train doctors on site?

project in practice

17

Page 19: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

1818

this way, Doctor 2 Doctor becomes a sustainable form of development cooperation.

SupportAirCares supports Doctor 2 Doctor by asking KLM passengers to donate money or frequent fl yer miles, which are used to obtain free air tickets for Dutch volunteers and Kenyan patients. The fi nancial donations are used to cover the VU pediatricians’ lodging costs in Eldoret. KLM Health Services and KLM partner Kenya Airways are also contributing to the cause. Kenya Airways is providing travel facilities and is supporting the promotion of Doctor 2 Doctor.

Thirteen million “The Moi Hospital serves no fewer than thirteen million people in Kenya and Uganda,” Roord says. “It’s the best-equipped hospital in the region. If you can’t do it there, you can’t do it anywhere else in the region. The doctors’ basic knowledge is excellent, but there are some serious shortfalls. The hospital only has six hundred beds, which means

“Of course it’s fantastic if you can cure children who can’t get the medical help they need in their own country,” says Dr. John Roord, Chief of Pediatrics at the VU Medical Center in Amsterdam. “The question is, are you offering a sustainable solution to the problem? Wouldn’t it be better to seek a more structural solution? You can only do that by sharing knowledge, by training doctors in their own hospital.”

SustainabilityThis is how the Doctor 2 Doctor program started. Since the autumn of 2006, pediatricians from the VU Medical Center have been traveling – regularly and voluntarily – to Kenya to help pediatricians at the Moi Referral and Teaching Hospital in Eldoret to expand their knowledge and expertise. The VU also supplies medical reference works and equipment, they provide technical support and invite Kenyan doctors to visit the Netherlands. In 2007, they will start treating Kenyan children with medical com-plications in Amsterdam. And because the hospital in Eldoret is a training center, the knowledge they gain will be passed on to other Kenyan doctors. In

Page 20: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

19

many patients have to share beds. And the facilities for children under fi ve – the most vulnerable group – are scarce. The equipment and specialist knowledge required to give these children proper care is virtually nonexistent.”

Step-by-stepTo raise expertise to an acceptable level, doctors and nurses from the VU Medical Center will go to Kenya for periods of two to four weeks to assist Kenyan staff, each in their own specialist fi eld. “We do the fi rst operation ourselves,” Roord explains. “The Kenyan staff assist us with the second operation. They then do the third operation, with our assistance. And, they’ll do the fourth

operation on their own. This is how we plan to share our knowledge step-by-step.”

Enthusiasm“The strength of this project is that we can keep a close eye on the hospital’s needs,” Roord explains. “We’re not like missionaries who come in and tell them how to do things and then leave. We listen carefully to what the Kenyan doctors tell us. That’s why it was so easy to fi nd volunteers for the project. Everyone is in full support – from the Board of Directors to the doctors themselves. KLM is also making a great contribution by arranging things quickly and professionally. When this kind of enthusiasm is mutual, it’s very infectious.”

we can keep a close eye on the hospital’s needs

Page 21: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

20

we meet along the way are very friendly. We get to the hospital at 16:30 in the afternoon and are welcomed by pediatric surgeon Robert Tenge. Erik seizes the opportunity and fi lms the meeting.

Tuesday, August 29, 2006We arrive at the hospital at 8:30 in the morning. I’m supposed to kick-off with a presentation. It’s not clear who’s in auditorium, but it turns out that the audience ranges from medical specialists to receptionists. Erik suggests that I shouldn’t stay rooted in one spot, but should walk around among the people. After my talk, the director takes us around the emergency ward, the pediatric out-patient ward, the lab, the pediatric ward, the surgical ward, and the intensive care unit. All of this makes a deep impression on me. I’m only starting to understand what an enormous difference there is between Kenyan and Dutch health care. The gap is enormous. In the pediatric unit, I see seriously ill children sharing beds. Sometimes their mothers are there in the beds with them. Respiration and cardiac monitoring is impossible. Erik is fi lming non-stop, but I don’t even notice it anymore. I’m overwhelmed by everything I see and hear. It strikes me that I hear no one complaining. “Is it always like this?” I ask. And everyone around me nods.

Sunday, August 27, 2006Everything’s ready. Danny de Graaf of AirCares, fi lmmaker Erik Meijer, and I are heading off to Kenya for three days to make a promotional fi lm about Doctor 2 Doctor. The fi lm will be shown on KLM fl ights to encourage people to donate their frequent-fl yer miles. My meeting with Danny and Erik at Schiphol sets the perfect tone for our trip. I’m amazed by all the equipment Erik has to take along. But I hardly have time to think, because he’s already pulled out his camera and is recording my every move. I’m going to have to get used to this. Erik fi lms me checking in at the KLM counter. I’ve never boarded a 777 so many times in quick succession.

Monday, August 28, 2006We wake up early and leave for Eldoret, about 330 kilometers northwest of Nairobi. Eldoret is high in the beautiful Rift Valley, where the panoramic views are breathtaking. The further we get from Nairobi, the rougher the road gets. We’re on the main road that runs from the port of Mombassa through Nairobi to Eldoret, and then on to Uganda and Rwanda. Sometimes the potholes are so big that have to veer off far to the left or right. We stop several times to shoot some footage. The people

Excerpts from the journal of Frans Plötz, pediatrician at the VU Medical Center

Page 22: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

2121

Making a donation

Many of the relief organizations AirCares has supported in recent

years were small and relatively unknown. Intentionally so, because

these organizations often lack a substantial communications budget

and could really use promotional support. AirCares provides this

support by spotlighting a different organization every quarter.

The ultimate goal is, of course, to raise funds for the organization,

so that they can better help underprivileged children.

Page 23: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

AirCares offers its support free of charge. All of the donations that AirCares raises for a specifi c organi-zation are fully transferred to that organization.

If you would like to support a project for under-privileged children somewhere in the world, you can do so in two ways.

You can contribute fi nancially by transferring your donation directly to the account of an organiza-tion of your choice. You can also make an online donation via www.aircares.nl, where you will fi nd a special system that allows you to make swift and easy online donations, even if you don’t have a credit card.

If you are a member of Flying Blue, the KLM and Air France frequent-fl yer program, you can also donate Flying Blue Miles. These Miles are credited to a special account and can be used by organizations supported by AirCares. This enables relief workers to travel to projects free of charge. The organizations can use the money they save for other purposes.

You will fi nd a full overview of supported projects on: www.aircares.nl

22

more information

Would you like more information about the organizations that AirCares supports and the activities that AirCares organizes on their behalf? If so, please subscribe to our free digital newsletter, “Good News.” This quarterly bulletin contains news updates on the programs we support, as well as the results the fundraising campaigns. You can subscribe via www.aircares.nl, or send an email to [email protected].

Page 24: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

23

Because KLM customers hail from all corners of the globe, your organization should be internationally oriented. Your organization should also have a clear need for promotion. After all, that is the core activity of AirCares – bringing relief organizations to the attention of a broad audience. When submitting your application, you should therefore specify a number of concrete projects that you believe should be brought to the attention of KLM passengers.

Exclusion criteria• KLM AirCares does not sponsor individuals, but

organizations only;• KLM AirCares does not sponsor organizations

that discriminate on the grounds of religion, race, sexual orientation, gender, nationality, or political belief;

• KLM AirCares does not sponsor organizations that aim to disseminate political or religious beliefs;

• KLM AirCares seldom grants requests for excess baggage;

• KLM AirCares always sponsors a specifi c project;

Any organization helping children anywhere in the world is eligible for promo-

tion by KLM AirCares. We are often faced with diffi cult choices, because we can

only select four organizations a year from the many hundreds of applications

we receive. Your organization stands the best chance if it helps children in a

developing country, and if your project aims to achieve sustainable benefi ts.

• KLM AirCares only sponsors relief organizations, and does so directly, without the involvement of third parties.

Your applicationKLM AirCares only accepts written applications for sponsorship. We prefer to receive applications by email at [email protected]. If you do not have access to email, please submit your application by post or fax:

Postal address: KLM AirCares PO Box 7700 1117 ZL Schiphol The NetherlandsFax: +31 (0)20 648 8028

AirCares does its utmost to ensure that applicants receive a written response within three weeks of submitting their request. AirCares does not enter into correspondence regarding its decisions on applications.

Applying for sponsorship

Page 25: klm aircares Helping children’s · frequent fl yers can donate their miles to a worthy cause. Under the slogan “Make every mile worth-while,” these frequent-fl yer miles are

ColophonThis brochure was published by KLM AirCares.

December 2006

For further information:

KLM Corporate Communication (AMS/DR)Sponsoring & AirCares departmentPO Box 77001117 ZL SchipholT +31 (0)20 648 64 95F +31 (0)20 648 80 28E [email protected]

Circulation: 10,000 copies

Text by: zietekstPhotos by: Danny de GraafDesign by: Ontwerpburo Suggestie & illusiePrinted by: Drukkerij Anraad