FLYING THROUGH THE EYES OF A CHILD

Virgin Atlantic Airways today announced that it is teaming up with supermodel Saffron Aldridge and Canon Cameras in a bid to raise funds for the NSPCC Full Stop Campaign.

By giving cameras donated by Canon to children on Virgin Atlantic flights from Gatwick, Heathrow and Manchester and by giving cameras to youth organisations in Virgin Atlantic destinations around the world, the airline hopes to raise awareness of child cruelty and raise much needed funds at the same time.

‘Through the Eyes of a Child’ was created by supermodel and face of Ralph Lauren, Saffron Aldridge and photgraphic agent Kevin Kollenda. The idea is that children are given cameras and asked to photograph what is important to them in their lives. The top 200 of these images then form part of an on-line exhibition and will be featured in a special magazine to be given away on Virgin Atlantic flights in the autumn. The top image will win the photographer a holiday for a family of four at Disneyworld, Florida courtesy of Virgin Atlantic and Virgin Holidays. All participants get to keep their camera and are given a special commemorative certificate for taking part in this unique event.

Once awareness has been raised, passengers on board Virgin Atlantic flights will then be invited to take part in an on-board auction, another airline first, to raise cash for the NSPCC full stop campaign.

Commenting on the initiative Sir Richard Branson, Chairman of Virgin Atlantic, said:

“The NSPCC has always been close to the hearts of both myself and my family and I’m delighted that our airline has been able to play such a significant role this year.

“When Saffron approached me I was only too happy to channel some of the airline’s resources towards pulling together some innovative ideas to raise awareness - and our friends at Canon have been overwhelming with their generous donation of 1000 cameras to help the project on its way. I really look forward to seeing the results.”

Saffron Aldridge, speaking from the Virgin Atlantic Clubhouse at Gatwick Airport, said:

“Kevin and I started this project because we both felt we had been very lucky in our careers and it was time for us to give something back to charity. We felt strongly that we would like to raise money for under privileged children and that is why we joined forces with the NSPCC. We also believed in doing a creative project rather than just a charity fundraising dinner. So, we came up with the idea of children being creative through the art of photography, this enabled us to have children helping other children and through the project we are able to raise much needed money and profile for the NSPCC”.

Jessica Stevens, General Manager, Marketing Communications at Canon (UK) Ltd., who joined Richard and Saffron at today’s launch said:

“We are very keen to promote photography in line with our company philosophy of Kyosei – Living and Working Together for the Common Good. The photographs from last year’s project demonstrated a wide variety of individual’s creativity and style. This year by donating 1000 of our best selling compact camera the Sure Shot AF7 to the project we will be able to encourage children to take their exploration into photography further.

“Children have incredible imagination and this year’s project will be even more interesting with so many photographs to come from children visiting various country’s overseas.

“We are extremely pleased that our products are helping children to explore their imagination whilst helping to support a very deserving and worthwhile charity.”