“So the webcare team chose the request of Juanita’s co-workers and family in a raffle. She hasn’t seen her family in Canada in years. She hasn’t been able to hold her five-year-old grandson even once. She was saving up for a trip to Canada. But, as a result of some sad personal circumstances, she has lost that chance.”

Vogel-Meijer: “Trial and error has played an important part in establishing KLM’s leading position in social media. FlightFunding really is an experiment. Today Juanita’s appeal has been posted on KLM’s social media channels. Everyone can make their donation on flightfunding.com.

Surely 12 million fans worldwide should be enough to attract sufficient donations to cover the price of a ticket? But we are well aware that not every experiment is a success. We are very much looking forward to the results.”

This creative concept was developed in collaboration with Code D’Azur.

You can make donations via flightfunding.com.