The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 7th Annual Shorty Awards

Flying It Forward

Finalist in Social Good Campaign, Travel


For JetBlue it's never been about point A to point B, it's about putting you above all. Flying It Forward is a human-powered initiative we created that embodies their core values and attempts to put humanity back into air travel, one flight at a time. JetBlue provides a free flight to a deserving individual, enabling them to make the world a little better. All that we ask in return? They pass that same opportunity onto someone else. This is an on going campaign that continues to add a new flier every few weeks, spreading good across the Western Hemisphere.

Strategy and Execution

The centerpiece of the program is the website, which is part content engine, part campaign hub. The custom-built HTML5 site houses documentary films of our first travelers as well as personal tweets and Instagrams from fliers in which they recount their stories in their own words. The site also serves to encourage people to submit their own nominations and become part of the ongoing journey. This is essential, since we didn't just want to create a closed-loop campaign; rather, we wanted to build something that could hopefully go on forever. With a new flier joining every few weeks, we're just beginning to see the results. Since October, we've garnered 188 million impressions, 1.5 million views, hundreds of submissions and, best of all, 11 inspiring fliers.


Video for Flying It Forward

Entrant Company / Organization Name



Entry Credits