In 2011, JetBlue and PBS KIDS launched Soar with Reading — winner of the 2011 PR News CSR Cause Branding Campaign — to excite and inspire kids’ imaginations to take flight through reading. The program provides early childhood literacy tools inflight and online, and features an interactive website, Soarwithreading.com, with educational games, a downloadable activity booklet, reading lists, tips for parents and more. With a little help from PBS KIDS animated host, Hooper, JetBlue has hosted literacy awareness events in participating cities across the JetBlue network. In 2012, Soar with Reading aimed to improve the staggering statistic that only 1 in 300 kids in low-income neighborhoods have an age-appropriate book. Together, we donated $200,000 worth of books to kids in need.
As part of a shared vision to promote education, JetBlue and PBS partner on several initiatives to encourage learning opportunities for children online and through community outreach. Campaign programs include Soar with Reading and JetBlue’s Swing for Good Golf Classic. These initiatives encourage giving and fundraising opportunities to ignite interest and support for the education of school-age children in underserved areas. For more information, visit pbskids.org.
In 2006, JetBlue launched a partnership with First Book, a nonprofit organization that provides access to new books for children in need. First Book and JetBlue partnered with schools and local communities to engage literacy appreciation during diversity awareness months. In the summer of 2011, First Book joined JetBlue and PBS Kids to launch Soar with Reading to provide children with free books to combat illiteracy. JetBlue and First Book have distributed nearly 250,000 new books to children from low-income families. To learn more about becoming a registered classroom or program with First Book, visit Firstbook.org.