Flying It Forward is a user-powered initiative we created for JetBlue that attempts to put humanity back into air travel, one flight at a time. We provide a free flight to a deserving individual, enabling them to make the world a little better. All that we asked in return? They pass that same opportunity onto someone else. This is an ongoing campaign that continues to add a new flier every few weeks, spreading good across the Western Hemisphere. The campaign began with a flier from Chicago who was given a free flight to NYC to represent her community at an anti-violence conference at the UN. This story was unearthed by a JetBlue crewmember and became the starting point for our campaign. From there, the ticket began to travel all across the Western Hemisphere, from Seattle to New York to Haiti — handed off from one flier to the next. We wanted to capture these initial stories, so we formed an internal documentary film crew and set off following them around the globe.

The centerpiece of the experience is our website: www.jetblueflyingitforward.com, 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.

We've garnered 188 million impressions, 1.5 million views, hundreds of submissions and, best of all, 11 inspiring fliers. Most recently, the campaign was featured on Huffington Post and the front page of Yahoo. The most challenging part is that this program is still going on: coordinating free flights to destinations and handoffs to the next fliers, as well as curating the content the flier produces and putting it on the Flying it Forward website every few weeks. The project continues to be a large, logistically complex undertaking. Because of this, we have a cross-discipline tea

Flying It Forward shows that user-experience principles of creating useful, usable and beautiful sites can be used in service of social good; in this case, by letting users fly their goodwill forward on a flight that changes lives. Other key points:

• The site is fully responsive and enables users to follow the dramatic stories of flight recipients and nominate future Fly It Forward fliers;

• 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;

• We've garnered 188 million impressions, 1.5 million views, hundreds of submissions and, best of all, 11 inspiring fliers.