Brands seem to think think it’s incumbent upon them to force us to be nice to each other this year. That’s why it’s so refreshing to learn about what JetBlue is doing.
Earlier this year, Coca-Cola started turning Twitter hate speech into cute pictures until Gawker tricked the system into tweeting Mein Kampf. After the Super Bowl, McDonald’s wanted us to pay McNuggets with positive words and actions rather than money. Then Dove decided it would wash out our collective dirty social media mouths with its #SpeakBeautiful campaign.
Rather than thinking a manufactured campaign could cure the world of hate, JetBlue is doing one small, but very impactful thing. It’s called Flying it Forward, and it’s essentially a free flight that’s been passed from one person to another, to another, and so on.