JetBlue Uses Vending Machines To Give Free Books To Underprivileged Kids

WASHINGTON -- JetBlue is placing vending machines in Washington, DC's Southeast neighborhood to provide children with free access to books. The pilot program is an extension of the airline's annual summer Soar with Reading initiative.

JetBlue said it chose Southeast DC to launch the vending program after a study found that the district's Anacostia neighborhood to be a vast "book desert," leaving residents with little to no access to age-appropriate children's books.

The machines dispense brand-new, free books suitable for kids, from newborn to 14 years old. Three vending machines are placed where families congregate: the Salvation Army, Matthews Memorial Baptist Church and the Safeway grocery store in Good Hope Market Place. Kids will be allowed to take as many books as they like, with no strings attached.

The community will have the opportunity to opt-in to an SMS campaign in which JetBlue will provide age-appropriate reading tips, updates on vending machine book selections and information about "special-guest readers" appearing at the machines.

To emphasize the importance of reading during the summer months, JetBlue's Soar with Reading program will host interactive reading events at local aquariums in New York City, Long Beach, CA, and Ft. Lauderdale, FL. Each event will feature book giveaways, live readings, and kid-friendly activities.

Returning for the second consecutive year as a Soar with Reading ambassador, actress and singer-songwriter Victoria Justice will help to generate awareness for the initiatives through social media engagement, videos and an appearance at the New York event.

Since 2011, Soar with Reading has donated more than $1.25 million worth of books to kids in need.