Trust and Reciprocity defined as fundamental principles of Aimia's Social PurposeMONTREAL, QC, Dec. 10, 2012 /CNW/ - In recognition of International Human Rights Day, Aimia is announcing sponsorships with Equitas, a global leader in human rights education, and Pay It Forward, a social movement promoting simple acts of human kindness. These new relationships will foster trust and reciprocity, the fundamental principles underlying Aimia's social purpose efforts. "Our business is about engaging people in trusted and valued relationships. Adopting a global social purpose framework that promotes these principles will bring people together to create economic, environmental and social benefits worldwide," said Rupert Duchesne, Group Chief Executive, Aimia. "I strongly believe that this integrated approach across Aimia will strengthen our business and employment brand, fuel innovation, contribute to shareholder value and inspire loyalty." Aimia's contribution to Equitas represents a total value of $575,000 over the course of the three year sponsorship agreement. Aimia's contribution will fund the International Human Rights Training Program (IHRTP) bringing together human rights educators from approximately 60 countries every year to gain new knowledge and skills to channel action for change around the world. As part of the agreement, Aimia will leverage its loyalty management and data analytic expertise to support Equitas' network of more than 1,800 registered human rights practitioners and educators, as well as helping Equitas uncover insights from its data that will fuel continuous improvement of the IHRTP for years to come. "Like Aimia, we believe empowering people with the knowledge and skills to promote human rights values is critical to building trusting relationships based on respect, inclusion and acceptance that lead to positive change and social cohesion in communities," said Ian Hamilton Executive Director, Equitas. "Aimia's generous support of Equitas and our International Human Rights Training Program will enable us to continue advancing equality, social justice and respect for human dignity in Canada and around the world." Aimia will also support the Pay it Forward (PIF) movement by funding distribution of 100,000 PIF bracelets throughout the PIF global network. As a symbol of trust and reciprocity, PIF bracelets act as a reminder of the power of paying random acts of kindness forward.