Featured above from left to right: BCD Travel’s Jonathan Kao, Managing Director – North Asia; Jenn Wood, Senior Director, Marketing & Communications – U.S.; Pippa Welch, Director, Sustainability – UK; and Manish Kumar, Global Program Manager – France.
In October, nearly 100 BCD employees — including our CEO Stephan Baars — will lace up for the TUI Palma Marathon in Mallorca, Spain, under the banner BCD Runs for Freedom. They’re not just running for the challenge, but for a cause: to raise awareness and funds for A21, a global nonprofit working to end human trafficking and modern slavery.
Human trafficking affects an estimated 50 million people worldwide, including millions of children. Victims are trapped in forced labor, sexual exploitation, and other forms of abuse. A21 works on the frontlines in over 20 countries breaking the cycle through prevention, rescue, aftercare, and justice initiatives. From Greece to Cambodia, the organization partners with law enforcement and survivor support networks to bring traffickers to account and restore freedom.
Our runners are motivated by a shared commitment to making a difference. Here are a few of their voices.
“We move people around the world—let’s make sure they’re moving freely.” – Jonathan Kao, Managing Director, North Asia
To get ready for TUI, Jonathon takes his running shoes wherever business takes him. His training has taken him on dawn runs along the Bund in Shanghai to Hong Kong’s Victoria Harbour and Tokyo’s Imperial Palace.
“Each city, each run, each kilometer is a reminder of why I’m doing this—to help end human trafficking and remind our industry that we can make a difference.”
Jonathan hopes to inspire his team and the wider travel community to take action.
“This half marathon is just the beginning. My goal extends beyond crossing that finish line. I want to inspire my team members across North Asia to join me—not just in running, but in creating sustainable habits that benefit their health while contributing to causes that matter. Every kilometer we run raises awareness. Every conversation we have plants a seed. Every dollar we raise helps A21 reach, rescue, and restore lives.” Follow Jonathan Kao on LinkedIn here.
“Human trafficking is one of the darkest realities of our time.” – Manish Kumar, Global Program Manager, France
“I’m running to raise awareness about one of the most pressing and heartbreaking issues of our time: human trafficking. Every year, millions of people—many of them children—are trafficked across borders and within their own countries. They are exploited, silenced, and stripped of their basic human rights. This is not just a distant problem; it’s a global crisis that demands our attention and action.
“Human trafficking is one of the darkest realities of our time. I hope my journey inspires others to take action. Whether it’s donating to A21, sharing this message, or simply learning more about human trafficking—every action matters. We all have the power to make a difference, and together, we can create a world where freedom is not a privilege, but a right. Every step is a step toward justice.”
Follow Manish Kumar on LinkedIn here.
Join the Race. Fund the Fight. End Modern Slavery.
Our people are running, but you don’t have to in order to make a difference. Help us support A21’s work by donating today: BCD Travel – BCD Runs for Freedom.
Every step, every mile, every contribution brings us closer to a world where freedom is the norm, not the exception.
“I couldn’t say no.” – Pippa Welch, Director, Sustainability, United Kingdom
For Pippa, joining the marathon was a natural extension of her work on BCD’s sustainability team and human trafficking awareness committee.
“A21 are an incredible organization who hold a very special place in my heart. I’ve seen their impact firsthand—from education to survivor aftercare—and I knew I couldn’t say no to running for them.
“We cannot turn away from the fact that this neglect of basic human rights is not only continuing to grow, but is finding new ways to thrive, including leveraging technological developments to manipulate those most vulnerable.”
Follow Pippa Welch on LinkedIn here.
“The mission to end modern slavery is my reason to lace up.” – Jenn Wood, Senior Director, Marketing & Communications, United States
“When BCD announced our participation in the TUI Palma Marathon, I had just finished my first half marathon to raise funds for Canopy Village, an organization in my community that supports children and families who have experienced trauma. Honestly, I’m not a natural runner. I plod and persevere. But A21’s mission to end modern slavery is my reason to lace up again.
“It’s hard to hear the stories from the survivors. To know that this is happening today takes my breath away. It just seems impossible – and yet it’s happening. Together with my colleagues, including our CEO, I’m proud to run for freedom – slowly but surely – and to help fund the fight.”
Follow Jenn Wood on LinkedIn here.
A note of thanks
Thank you to British Airways/Iberia and the Lufthansa Group for your commitment to this important cause and for helping to end modern slavery.
Your support of the BCD Runs for Freedom initiative ensures our runners have the logistics they need, and that 100% of donations they generate go directly to A21’s efforts.
