Innovating programmes to support high-touch community engagement
– Cathay ChangeMakers: seeks to recognize and raise public awareness of the contributions of Hong Kong people who have brought about positive changes in the society.
– World As One: includes a 5-day trip that brought together a diverse group of local youths in a thought-provoking trip where they undertook inspiring volunteer work as part of their travels.
– I Can Fly (Refreshed): recruits students who show a passion for aviation and a commitment to community service, and now includes a team building element and people-focused “design thinking” as a social innovation tool to encourage students to design and implement their own social service programme for the community.
Moving beyond Corporate Social Responsibility and towards Creating Shared Value
New engagement programmes such as ‘World As One’ illustrated new ways of working when it comes to addressing social challenges by leveraging business strengths.
Creating synergies through collective action
Cross-collaborations between Cathay ChangeMakers, community organisations and local partners enriched the content of other community programmes such as “I Can Fly”.
Re-energising staff engagement in community engagement
Over 60 Cathay Pacific staff members were engaged in “World As One” (2018) and “I Can Fly” (2018-2019) programmes.