British Airways has unveiled a new safety video created in partnership with Comic Relief. Featuring well-known personalities including Gordon Ramsay, Rob Brydon, Sir Ian McKellen and Thandie Newton, the film is scheduled to debut in September.
The airline explains the video was crafted to present important safety information in an engaging way while supporting Flying Start, the charity partnership between British Airways and Comic Relief. By blending clear instructions with lighthearted moments, the airline aims to ensure passengers watch and remember the safety guidance.
Alex Cruz, chairman and CEO of British Airways, said the airline prioritizes passenger engagement with safety briefings. “Involving some of the nation’s most recognisable personalities has allowed us to create something entertaining that we hope people will watch from start to finish — and remember,” he commented. Cruz also highlighted the long-standing partnership with Comic Relief, which began in 2010 and has already helped raise £16.5 million for charitable causes. The airline hopes the new campaign will support its target of exceeding £20 million raised by 2020.
Alongside the main film, a set of equally amusing outtakes has been produced to extend the reach and appeal of the safety message. Both the full video and the outtakes are available online for passengers and the public to view.
By combining practical safety instruction with celebrity-led entertainment, British Airways aims to improve recall of safety procedures and to generate additional support for charity. This approach reflects a broader trend in aviation toward making safety briefings more engaging without reducing the clarity or importance of the instructions. The collaboration with Comic Relief also reinforces the airline’s commitment to social causes through its Flying Start initiative.
The campaign’s dual goals are clear: ensure passengers receive and retain crucial safety information, and use the platform to raise funds for charitable projects supported by British Airways and Comic Relief. With recognizable faces delivering the message in a memorable way, the airline expects better engagement from travellers and increased visibility for the charitable campaign.