Blogs & Comment

Air Canada: "Safety is Everyone's Responsibility"

A message from Air Canada‘s President and CEO Calin Rovinescu about the company’s Safety Policyalso reinforces the company’s ” commitment to the communication and promotion of safe work practices and processes”.
This week Air Canada took a stand on the issue of players’ safety in hockey that has taken centre stage with the Zdeno Chara’s irresponsible hit that left Montreal Canadiens forward Max Pacioretty with a fractured vertebrae and concussion. “From a social responsibility standpoint, it is becoming increasingly difficult to associate our brand with sports events which could lead to serious and irresponsible accidents; action must be taken by the NHL before we are encountered with a fatality,” said Denis Vandal, Director of Marketing and Communications.
Is Air Canada is committed enough to take a leadership position on an issue that Canadians care about deeply? Air Canada’s significant sponsorship investment in the NHL (reported to be between $1.5 million and $2 million in Toronto, about $1 million each in Vancouver and Montreal and between $500,000 and $750,000 in Edmonton, Calgary and Ottawa) gives it the clout needed to force the league to take immediate action. Doing so will help to increase the safety of NHL players. It will also help Air Canada to strengthen its brand, differentiate from competitors, and authenticate its commitment to corporate social responsibility.
By opening the debate, Air Canada acted with integrity – and captured the attention of Canadians. If Air Canada walks away from the issue people will question the company’s commitment to corporate social responsibility. Safety is everyone’s responsibility – especially at Air Canada.