Company: Southwest Airlines, Inc.
Headquarters: Dallas, Texas
Industry: Airline
Company Size: Large (annual revenues of over $250 million)

"Southwest Airlines takes great pride in dedicating its time and resources to causes that directly impact the communities we serve, and our employees are proud to support Bakersville Elementary and its art curriculum.  In doing so, our employees awakened the schoolchildren's creative spirit, freed their imaginations, and opened windows to countless opportunities."
                – Colleen Barrett, President

Objectives
To enhance employee relations, to give back to the communities that make its business successful, and to heighten its visibility within the community.

Process

• To celebrate its 30th anniversary, Southwest Airlines partnered with Bakersville Elementary in Manchester, New Hampshire, the airline’s Adopt-A-School partner, to fund an arts supply drive. Southwest employees in Manchester worked with the school’s art teacher at the school to create a wish list of materials needed to sustain the school’s visual art program.
• Employees contributed and raised the money needed to purchase every item on the school’s wish list. The art supplies were presented to the school during an assembly program attended by Southwest employees and the company’s mascot, "TJ Luv."
• As part of the initiative, the students were invited to participate in a contest to create works using the new art supplies and incorporating Southwest’s 30th Anniversary as a theme. Winning works were displayed in the Southwest gate area in the Manchester airport.

Results
Southwest Airline’s support of Bakersville Elementary and its art program furthered its reputation as a company committed to improving the quality of life of the communities it serves. And, the partnership also enhanced employee morale and enabled the school to offer students visual arts instruction as part of their education.

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