The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Public Relations

FlyBabies

Agency MullenLowe / New York

Client JetBlue
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Annual ID

OS_PR17065M

About the Work

With a mission to inspire humanity, JetBlue is dedicated to making air travel as pleasant as possible. Through research around customer satisfaction and travel pitfalls, we uncovered a human truth and customer tension point that was not only beyond JetBlue’s control, but the universe’s: crying babies. Everyone loves babies – except at 35,000 feet. In a custom Harris Poll, customers ranked them as the second-most annoying aspect of flying. When babies cry inflight, it effects everyone onboard in different ways. Customers feel annoyed and moms feel ashamed. Through FlyBabies, JetBlue not only challenged customers’ perceptions of crying babies, but also encouraged empathy for moms – just in time for Mother’s Day. Ultimately proving that flying with babies can be a rewarding experience for all.