San Francisco, CA (April 25, 2016) – Cathay Pacific Airways, voted Best Trans-Pacific airline in the 2015 annual Skytrax World Airline Awards, and Atlantic Re:think, the creative marketing group of The Atlantic, are pleased to announce the launch of a multimedia content partnership featuring the non-profit health organisation Possible.
Marking the one-year anniversary of one of the most traumatic natural disasters in Nepal’s history – the first of two devastating earthquakes that left almost 9,000 people dead and a nation in humanitarian crisis – this series is a testimony to the bold endeavours of Possible’s ongoing commitment to rebuilding the medical infrastructure of the country and bringing improved high quality low-cost healthcare to people in the worst affected areas of Nepal.
Atlantic Re:think experienced the beauty and tenacity of the Nepalese spirit on a Cathay Pacific-hosted trip with Possible. The resulting multipart and multimedia sponsored content program, Nepal, One Year Later, is now live at TheAtlantic.com. “Nepal, One Year Later” is one of the most ambitious pieces of brand journalism produced by Atlantic Re:think to date, telling first-hand stories of the humility, endurance and overwhelming challenges involved in the process of creating durable health care. The first chapter, “The Long Road to Healing,” is now live, and includes stunning photography and video; the second and third parts and videos will publish over the next two months.
More than a thousand health care facilities were destroyed in the earthquakes and the task of ground-up reconstruction is challenging. The global staff of Possible fly back and forth from New York to Kathmandu, Nepal several times a year in their aim to rebuild the country’s health care system. Cathay Pacific supports the team’s flights, allowing the money saved on air travel to go towards patient care on the ground. Community focus is an integral part of Cathay Pacific’s vision and this partnership, so crucial to the people of Nepal, highlights a shared aspiration to create remarkable and lasting change across borders.
“We go about doing the right thing because it’s the right thing to do,” says Cathay Pacific’s Senior Vice President Americas, Philippe Lacamp. “And Possible reflects that as well. They’re on the ground, and they’re doing extraordinarily innovative work in the most fundamentally important aspect of people’s livelihood, which is their health.”
The awe-inspiring progress Possible is making in Nepal is in essence the embodiment of Cathay Pacific’s ethos of a Life Well Travelled. The rebuilding of the hospitals and medical facilities is not only crucial to the local and global community; Possible is enabling those most in need of good healthcare easy access to what is a fundamental human right.
Mark Arnoldy, CEO of Possible, emphasizes the importance of the partnership with Cathay Pacific. He says, “Since the devastating earthquakes, we’ve committed to help rebuild Nepal’s healthcare system. This support from Cathay Pacific in moving team members across the globe ensures we can get the best care to our patients and build back better.”
“Everyone who touched this incredibly ambitious project was humbled by what they experienced, and the people they met and interviewed in Nepal,” said Hayley Romer, SVP and Publisher of The Atlantic. “What Cathay Pacific and Possible are doing together is tremendous and highly impactful; that’s what we’re hoping to achieve in the telling of their collective story.”
With natural, raw beauty and welcoming people, Nepal has long been a soul-enriching destination for travellers. The events of 2015 brought utter chaos and devastation to millions, but where there is united community, there is hope, survival and a renewed vision of a better future.
“Nepal, One Year Later” is the second partnership between Cathay Pacific and Atlantic Re:think. In 2015 Atlantic Re:think produced the “Life Well Travelled” article series exploring the stories of three people who were inspired by trips to Asia. In its work to redefine native advertising, Re:think’s approach has been to create profound experiences that engage and build relationships with audiences.
About Cathay Pacific
Cathay Pacific Airways flies daily to Hong Kong and beyond, including over 22 destinations in Mainland China, from six cities in the USA and two in Canada: Boston, Chicago, Los Angeles, New York (JFK), Newark Liberty, San Francisco, Vancouver and Toronto; and offers cargo flights to 16 cities across the Americas.
More information, including current fares and availability, may be found by visiting the airline's website at cathaypacific.com/us, Facebook page at www.facebook.com/cathaypacificus, Twitter @CathayPacificUS or Instagram @CathayPacific. For North American reservations, dial toll-free: 1-888-233-ASIA.
Possible is a nonprofit healthcare company that delivers high-quality, low-cost healthcare to the world’s poor. We are pioneering an approach called durable healthcare, which brings together the best of private, public, and philanthropic models. Since 2008, Possible has treated over 300,000 patients in rural Nepal through government hospitals, clinics, and community health workers.
About The Atlantic
Founded in 1857 and today one of the fastest growing media platforms in the industry, The Atlantic has throughout its history championed the power of big ideas and continues to shape global debate across print, digital, event, and video platforms. With its award-winning presence TheAtlantic.com and CityLab.com on cities around the world, The Atlantic is a multimedia forum on the most critical issues of our times—from politics, business, urban affairs, and the economy, to technology, arts, and culture. The Atlantic is the 2016 Magazine of the Year.