Air Canada Partners with the Jane Goodall Institute to Combat the Illegal Wildlife Trade

Wednesday, April 3, 2024

Expanding its collaboration with the Jane Goodall Institute of Canada (JGIC), Air Canada is introducing a fresh initiative aimed at raising awareness about the detrimental effects of illegal wildlife trade (IWT) on global biodiversity. Teaming up with JGIC and with the active participation of Dr. Jane Goodall, the airline’s new awareness campaign will highlight species endangered by IWT through its in-flight entertainment welcome screens, social media platforms, and other channels throughout Earth Month. Additionally, passengers will be treated to a special message from Dr. Jane Goodall, underscoring the urgency of protecting these vulnerable animals.

“Air Canada plays an important role in protecting biodiversity around the world and I’ve been proud to see Air Canada team up with The Jane Goodall Institute of Canada to bring more awareness to this issue. Their significant commitment to not only fighting the illegal wildlife trade through their policies and procedures, but using their platform to educate on this very important issue is commendable,” said Bella Lam, Chief Executive Officer at the Jane Goodall Institute of Canada.

“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 90^th 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.

Air Canada is deeply committed to combatting illegal wildlife trade (IWT) through stringent policies, such as a zero-tolerance stance on transporting banned species, hunting trophies, or any products linked to illicit wildlife activities. The airline’s dedication to this cause is evident from its early endorsement of the Buckingham Palace Declaration in 2020 and its distinction as the inaugural airline in the Americas to achieve the IATA IWT certification. This certification attests to the implementation of effective protocols to minimize the transportation of illegal wildlife products. Moreover, Air Canada has aligned itself with the United for Wildlife’s North America Regional Chapter since its inception in 2022, supplementing this commitment by providing comprehensive IWT e-learning modules for all frontline employees and managers within Air Canada Cargo.

In a demonstration of solidarity with The Jane Goodall Institute of Canada’s ongoing environmental and conservation efforts, Aeroplan will kick off a Points Match Week coinciding with Earth Day, April 22-28. During this period, Aeroplan will match all points donated by its members at a rate of 100%, with the entirety of the proceeds directly supporting JGIC’s vital work.

Air Canada is also pioneering in its support for environmental awareness by becoming the world’s inaugural airline to showcase conservation documentaries curated by Age of Union, a non-profit environmental coalition dedicated to spotlighting global changemakers working tirelessly to safeguard endangered species and ecosystems. Dax Dasilva, the founder of Age of Union, is a member of The Jane Goodall Legacy Foundation’s Council for Hope, a distinguished assembly of leaders from diverse fields united in their commitment to preserving our planet and perpetuating Jane Goodall’s enduring legacy as a force for positive change. These enlightening documentaries will be available onboard through a newly introduced environment-focused film and TV category titled “Our Planet” in the airline’s inflight entertainment selection, commencing in April. Among the featured documentaries are “The Corridor,” “We Are The St. Lawrence River,” “CAUGHT,” and more, offering passengers a unique opportunity to engage with critical environmental issues during their travels.

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