Jetblue - Soar With Reading

Jetblue - Soar With Reading

JetBlue has extended its social awareness initiatives with a pilot program aimed to close the literacy gap in a low-income town by providing vending machines that give out thousands of free books to underprivileged children.

The airline teamed-up with publishing company Random House to place three of the machines around the lowliteracy neighbourhood of Anacostia, in Washington, D.C. which was chosen to launch this program after a study commissioned by JetBlue found that the Anacostia section of D.C. is a large book desert, leaving residents little or no access to purchase age-appropriate children’s books. According to city school data, sees less than 25 per cent of its middle schools (for children aged between 11-15) able to ready at grade level.

To help their children enjoy their books, parents can opt-in to an SMS campaign that offers reading tips and updates when the vending machines are re-stocked with fresh selections.

Innovative solutions that involve and engage the community is necessary to combat the current summer slump that happens especially in underserved communities,

said Icema Gibbs, JetBlue’s director of corporate social responsibility.

This initiative is part of the airline’s ongoing ‘Soar with Reading’ program, now in its fifth year. Since 2011, Soar with Reading has donated over USD 1,250,000 worth of books to kids in need. The program is promoted on a dedicated website and mobile app and on social media with the hashtag #BookBattle . On the site and the app, followers can find event updates, new activities and games, resources for families, reading recommendations and more promotions designed to inspire a love of books.