Core to the fabric of the company’s being, JetBlue mission of “Inspiring Humanity” takes a variety of forms including meaningful charitable partnerships and crewmember engagement.
JetBlue’s Soar With Reading initiative was developed in 2011 in response to studies revealing a disturbing ratio in low-income neighborhoods: 1 age-appropriate book for every 300 children (compared to a ratio of 13 books for every 1 child in middle-income neighborhoods).
Leveraging partnerships with Random House and nonprofit FirstBook, JetBlue has donated over $1,750,000 worth of books to kids in need since the program’s inception, most recently creatively positioning vending machines that dispensed brand-new, free books for kids aged 0 – 14 in communities in need.
JetBlue’s Community Connection program also rewards and recognizes crewmember individual dedication to the community by granting organizations of their choice a travel gift for every 25 hours they volunteer. Since the program’s launch, more than 1,900 JetBlue crewmembers have volunteered over 40,000 hours and served more than 268 non-profit partners.
For bringing creativity and strategic smarts to their community partnerships and crewmember engagement, JetBlue is truly ‘Up for Good’. It is our honor to award them with the Cause Marketing Golden Halo Award for Business.