In honor of Mother’s Day JetBlue stood up for moms and their babies. During a cross-country flight, each time a baby cried, all passengers received a 25% discount on future airfare, ultimately landing everyone free roundtrip tickets. For the first time ever, crying babies on a flight was a good thing.

The film documenting the event immediately went viral and spread our message on a large scale across the world, making a once typically tension-filled situation into something everyone could cheer for. Most important, stressed-out moms got what they needed — peace of mind.

The airline industry is one of the most hated in the world. JetBlue’s core mission is bringing humanity back to air travel. As a challenger brand, we were tasked to show how JetBlue differentiates itself from other airlines. There was a clear need to stand up for those who need it the most: moms and their babies on our planes. We took on the challenge and turned a negative of flying into a positive. With that, we were addressing a taboo subject no other airline ever would.