KLM launched the new campaign at the kick-off of the 100-year anniversary celebration that the airline is celebrating this year in the presence of Minister Cora van Nieuwenhuizen of Infrastructure and Water Management.  

Peter Elbers, KLM CEO,  displayed a new audience video with the title 'fly responsibly'. 'We are not saying that you should not fly, but that you are doing it deliberatelysaid a voice-over in the video. The first reactions to the new campaign have been mixed. "Aviation must fundamentally change and, like other sectors, become emission-free ”, says Green-Left MP Suzanne Kroger in a response. 

“Do you necessarily have to meet face-to-face? Can you also take the train? ”

With the campaign, KLM follows the example of beer brewer Heineken, who calls on consumers to use alcohol responsibly with the slogan "Drink responsibly."

In response to the growing social criticism of the aviation sector, KLM has launched a new campaign that encourages the public to fly responsibly. The company wants to show that it takes seriously growing concerns among citizens about the harmful effects of aviation. Whether the campaign is well received, however, remains to be seen.

In an explanation, CEO Pieter Elbers acknowledges that KLM is consciously taking a risk with the campaign.

"Of course. But if I have to think about the risks in everything I do, there is nothing I can do. Of course there will be critics, but what I find important is that we take that step now. Because in the end we have a shared challenge to make aviation more sustainable and to ensure that we can handle growth. ”

Air travel accounts for 2 to 3 percent of the world's man-made CO2 emissions. Due to the growth of the world population, trade and prosperity, there is a big chance that this percentage will increase in the coming years.