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    Act 1: Helping one of the world’s best- known airlines raise awareness and research dollars for breast cancer.

    Act 2: Helping the airline improve the state of air travel …


    As part of a campaign to reimagine the iconic airline’s story, we were tasked to create and name programs to demonstrate Delta’s commitment to improve passengers’ lives as well as their travels.

    Delta was open to all ideas – those that focused on internal initiatives or new platforms – the brand had a genuine interest in improving their public perception. One thing we were aware of was the difficulty in altering their operations, since air travel is one of the most complex. Challenge accepted. One of our programs solicited ideas from actual passengers. Another idea we brought to them focused on reinventing a beloved in-air program.

    Our first example here is Ideas In Flight, a program we conceived and named. It brought together TED thought leaders and Delta passengers to solve some of the industry’s most annoying realities. Our name, Ideas in Flight, symbolizes the potential and progress the airline industry was making.

    Example two: Each October during Breast Cancer Awareness Month, Delta serves pink lemonade in flight, with proceeds supporting breast cancer research. To broaden the popular program’s reach, we created and named Drink Pink, a digital extension that allowed users to donate and pour friends a glass from a virtual lemonade stand, spreading awareness even further. The experience also invited people to share memories of friends and loved ones affected by breast cancer.

    Ideas in Flight showed passengers that Delta was listening, and gave them a way to see their suggestions at work. The successful program also created a ton of compelling, authentic content showing TEDsters working with real passengers to put their ideas in motion.

    Drink Pink dramatically increased awareness of Delta’s commitment to fund the Breast Cancer Research Foundation.

    $750,000 Raised
    3 Full-time cancer researchers funded