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Campaign Business Media Brand of the Year 2020
Travel Media Awards Trade Publication of the Year 2020 - Print & Online

Trudie Clements, Abta LifeLine
Trudie Clements, Abta LifeLine

Over the years, there has been a lot of focus on the environmental part of what is called ESG – environmental social governance. The social agenda, though, has not progressed at the same pace – until now. The pandemic has shone a light on just how important it is.


Mental health, equality, diversity and inclusion have risen up the agenda too. It’s about how we can maximise our value to society while meeting our commercial objectives. These are the companies investors are turning to.


One important social issue is mental health and wellbeing. In May, Abta LifeLine partnered with TTG Media for Get Travel Talking Week; the first time the industry has come together to share experiences, ideas and seek advice. Our community united to talk about mental health with the aim of easing the stigma.


It’s now important to develop the legacy of that week. To keep those conversations going, and when the time is right, as we start to recover, to recognise the opportunities of social impact (and ESG).

Of course, Abta LifeLine does so much more than provide mental health support. It has seen the devastating impact the pandemic has had on travel colleagues so it has been providing vital practical, financial and emotional support to those really struggling. We can be an important part of your social ambitions, helping your staff when they need it most.

If you or if you know anyone that needs our support, please do get in touch. We are here and happy to help –


Trudie Clements is director of Abta LifeLine.

Elizabeth Roscoe, Aviation Action
Elizabeth Roscoe, Aviation Action

Over the past year, the aviation industry has suffered through what many believe to have been its toughest crisis to date. Reading the news, though, might have had you thinking it was our airlines and airports’ balance sheets suffering the most, but as a charity we know the people behind those companies have been the ones in the most need.

Enter Aviation Action – a mental health and support charity, founded in the depths of the pandemic in June 2020 specifically for those in the aviation industry. Over the past year, we have helped hundreds of industry colleagues deal with the impacts of the pandemic by providing personalised mental health and wellbeing support.

What we have achieved in a year far surpassed our expectations and our success is down to the incredible support from the industry, but more importantly our incredible team of volunteers, advisory board and trustees. Each Aviation Action peer support experience brings its own challenges – and its own rewards. Some only need a couple of catch-ups, others appreciate longer-term support.


As a charity, we have seen the fruits of the genuinely life-changing assistance our services provide. One industry professional, for example, was facing potentially long-term mental health problems, but through Aviation Action peer support counselling they were able to regain their wellbeing and return to full-time employment. A true success.

In the year ahead, the charity plans to expand its reach and deepen connections within the industry it was created to support.


Elizabeth Roscoe is social media and communications consultant at Aviation Action.

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