British Airways has, since 2010 raised £17 million for Flying Start, its global charity partnership with Comic Relief, largely raised through on board collections and online donations.
Flying Start creates lasting change by giving children and young people a brighter future by protecting them from violence, helping them access quality education and providing opportunities to break free from the grip of poverty of living on the streets.
Celebrities including Rowan Atkinson, Sir Ian McKellen, Rob Brydon and Thandie Newton have all done their bit to help fundraising efforts by participating in British Airways’ latest safety video and encouraging customers to donate their spare change to Flying Start.
The video which was launched in September has already achieved 7.8million views on YouTube alone following which there was a 20% increase in donations on board.
British Airways’ contribution of £17 million has helped over half a million children and young people who lead tough lives both in the UK and in some of the world's poorest communities.
Organisations funded by Comic Relief include Body and Soul: A UK organisation providing services for vulnerable young people affected by HIV, Boxgirls: A Kenyan organisation offering girls the opportunity to participate in boxing and leadership and Childhope: An Indian organisation working with vulnerable street children.
British Airways says it hopes the partnership will exceed the goal of raising £20 million by 2020.