• 

  JetBlue

  IATA/ICAO Code:

  B6/JBA

  Hub(s):

  Boston Logan International Airport, Los Angeles International Airport, New York JFK Airport, Orlando International Airport

  Year Founded:

  2000

  CEO:

  Robin Hayes

  Country:

  United States

JetBlue has launched its twelfth annual Soar with Reading initiative in Newark, New Jersey. The program aims to tackle the issue of book availability in under-served communities, where access to age-appropriate books for children is often limited.

Representatives from the airline were joined on Tuesday by Newark Mayor, Ras Baraka, and New Jersey Congressman, Donald Payne Jr, to celebrate the launch at Newark’s historic Public Library Main Branch.

In recent years, the award-winning literacy initiative has installed free book vending machines throughout various cities across the country, including New York City, Detroit, San Francisco, Oakland, Washington DC, and Fort Lauderdale. This year the vending machines have come to Newark.

To date, as part of Soar with Reading, JetBlue has donated more than $4 million worth of books to children in need.

Vice president CSR and DEI at JetBlue, Icema Gibbs, celebrated the launch by saying,

"For more than a decade, JetBlue has been dedicated to eradicating book inequality through our Soar with Reading Program. We’re proud to return the popular program to the tristate area this year, landing in Newark, with five digital book vending machines to open more pathways for youth to connect with joys of reading and imagination. We're passionate about giving back to our crewmembers, customers and communities we serve, and look forward to an enriching summer of reading in Newark."

How the initiative works

Throughout July and August, anybody will be able to visit the vending machines and order an assortment of books completely free of charge. The books available at the vending machines come from a variety of publishers, and feature a diverse cast of characters.

In addition to books for children in both English and Spanish, books for adults will also be available, so that parents can encourage their children to read by setting an example themselves.

Vending machines are located at:

• La Casa de Don Pedro, 23 Broadway
• The Leaguers, 200 W South Orange Ave
• Newark Ironbound Recreation Center, 226 Rome Street
• Springfield Branch Library, 50 Hayes Street
• Van Buren Branch Library, 140 Van Buren Street

Why is the scheme so important?

Dr Susan B Neuman, professor of childhood and literacy education at NYU Steinhardt, outlined the importance of initiatives like Soar with Reading, commenting,

"For kids from under-resourced communities, summer often marks the beginning of the infamous summer slide. Studies have shown that owning 25 books or more has a sizable effect on achievement, with each additional increment of books, such as 10 or more, improving achievement. This program allows children to own books and combat the knowledge loss that so often accompanies summer."

On Tuesday, JetBlue has also made another merger bid for Spirit Airlines, click here to read more.

JetBlue’s ongoing charity work

JetBlue has been an advocate of charity work for many years. The airline’s wider JetBlue for Good program supports the areas of youth and education, community, and the environment. To date, JetBlue employees have volunteered over 675,000 hours of service, resulting in $1.5 million of in-kind donations impacting their local communities.

For example, in partnership with KaBOOM!, over 5,000 JetBlue volunteers have built 23 playgrounds in the Fort Lauderdale area since 2006, providing recreational activities to over 50,000 children.

The Soar with Reading initiative is another way to ensure that the airline makes a positive impact in the communities in which it operates.

What do you think of JetBlue’s Soar with Reading initiative? Share your thoughts by commenting below.

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