Social Rebranding

S7 Airlines: WeAreSiberia

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In the summer of 2019, Siberia saw the largest wildfires in recent history, an event which was largely ignored in the Russian media. To draw attention to the situation, S7 Airlines, the country’s biggest private airline, announced the #WeAreSiberia campaign: a pledge to plant a tree for each ticket sold for flights to Siberia or departing from the region. A website also offered people the possibility to donate cash or miles to plant trees. In just one month, the airline collected enough money for 1,000,000 trees.

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