FUNDRAISING NEWS: Amnesty International raises funds mid-air

ANNIE KELLY

Air passengers could soon be donating money to Amnesty International directly from their seats, at 30,000 feet.

From 1 April, the in-flight entertainment systems on selected Lauda Air flights will feature an Amnesty International channel, showing a provocative campaign to persuade passengers to use their credit cards to donate money.

After selecting the Amnesty channel, passengers watch a short video featuring a household iron and the slogan: "If you don't want to imagine what it's like to be tortured please look away now.

Donors are then invited to enter their credit card details using an interactive keypad.

Joel Voysey, supporter recruitment manager for Amnesty International, said: "The ability to reach non-traditional audiences through a new medium extends the reach and penetration of our campaigns. We also believe that passengers will be able to make more considered donations in an airplane, where distractions are fewer.

"The beauty of the seat back donation mechanism is that people have the opportunity to help while they are looking for something to occupy them at 30,000 feet,

he continued.

The technology has been built by FlightStore, the interactive retail service company.

"We're delighted that our technology, which links retailers to customers through an aircraft's satellite system, can now also be applied to good causes,

said FlightStore's sales and marketing director, Charles Vine.

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