Virgin Australia recently partnered with Greening Australia in a new initiative to protect the Great Barrier Reef. By reducing erosion and improving water quality, the two brands hope to aid the Australian Government’s Reef 2050 Plan, which includes reducing the amount of sediment currently flowing onto the reef by 50 per cent in the next nine years. Greening Australia is asking the public to make donations totaling $10 million over the next three years. The Australian Government Reef Trust promises to match private donations up to $2 million. Virgin Australia will fundraise at major ports on World Oceans Day, with pilots making onboard announcements during flights over the Great Barrier Reef. “Like me, Virgin Australia is passionate about doing what we can to help save one of the most complex and beautiful natural systems on earth, the Great Barrier Reef,” said Sir Richard Branson, founder, Virgin Australia. “Virgin Australia’s partnership with Greening Australia will make a real difference at halting soil erosion onto the Reef and improving the water quality, but we also need your help.” Virgin Australia additionally made a three-year pledge to provide flights to scientists, experts and volunteers working as part of the collaboration; offer international media education; provide volunteers from Virgin Australia staff; and cover the project on social media channels, in in-flight magazines and on its in-flight entertainment system.