Winner: JetBlue Airways — Increasing Access to Books: Soar with reading and First Book
To generate visibility for and participation in the JetBlue’s reading initiatives, JetBlue created a multi-dimensional video campaign that leveraged the assets of JetBlue , Random House Children’s Books and First Book’s network to encourage constituents to join the mission to get books into the hands of children that need them.
Celebrity ambassador and teen star, Victoria Justice teamed up with JetBlue to create an testimonial video for parents and kids to help build awareness for Soar with Reading’s call to action.
JetBlue has distributed 433,576 books through First Book to children who live in low-income households and many have little if any access to new books and quality learning materials. Soar with Reading received over 1,347,624 Facebook impressions and 84,791,135 Twitter impressions on JetBlue’s Social media channels. Over one million Soar with Reading activity books have been distributed since 2011.
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