JetBlue - Soar with Reading

For the ninth successive year, JetBlue is running a CSR campaign in New York City, in its ‘Soar with Reading’ initiative.

This involves six free book vending machines being placed in areas where the airline says the need is greatest, and where the ability to purchase ‘age appropriate’ books is limited.

The vending machines, will be restocked every two weeks with new titles and will feature a diverse cast of characters as well as options in both English and Spanish.

Publishing partners include HarperCollins Publishers, Little Bee Books, Lil’ Libros, Scholastic, Candlewick Press, Penguin Random House, Hachette Book Group and Barefoot Books.

Additionally, the vending machines will include select books for adults as research shows that parents displaying behaviors like reading can improve educational outcomes for children.

The initiative is being promoted via a website, as well as a social media campaign that seeks to take it outside New York, to JetBlue passengers throughout the US.

JetBlue fans are being asked to share their own “Book Drop Moment”, essentially a recollection about a book which in some way moved or changed you. For every moment shared, JetBlue will donate a book to a community in need.