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Alaska Shows Commitment to Racial Equality with New Aircraft Livery

Alaska Airlines reveals “Our Commitment” aircraft in partnership with UNCF

Alaska Airlines and the United Negro College Fund are launching a partnership with a new aircraft livery. Designed alongside the airline’s Black Employees, Allies and Advocates group, the paint job will demonstrate the carrier’s “belief in education as the great equalizer and as a critical component of creating sustainable racial equity.”

Alaska Airlines is demonstrating their commitment to racial equality with a new livery designed by their black employee group. In a press release, the Seattle-based carrier is launching the aircraft in celebration of a new partnership with the United Negro College Fund (UNCF).

Aircraft Celebrates “Education as the Great Equalizer”

The aircraft – a Boeing 737-900ER – features the profiles of 14 children, grandchildren and mentees of Alaska employees, as designed with the company’s Black Employees, Allies and Advocates group. Its inaugural flight departed on April 27, 2021, flying from Seattle to Washington, D.C.

Flyers who are booked on the special aircraft will not only get a greeting explaining the vision and purpose of the aircraft, but also get access to digital resources about the initiative. This includes bios of the children featured on the aircraft, and information on the UNCF and Historically Black Colleges and Universities. The design is intended to show Alaska’s “belief in education as the great equalizer and as a critical component of creating sustainable racial equity.”

The aircraft is part of a bigger alliance between Alaska and the UNCF, which provides scholarships for under-represented students seeking higher education. The airline will commit 10 million miles to fly students to tour HBCUs, as well as setting up a scholarship fund to help students get a college education.

“As a company, we know we are not yet where we need to be when it comes to diversity, but we are inspired and guided by our value to do the right thing,” Ben Minicucci, chief executive of Alaska Airlines, said in a press release. “With this aircraft, we are doing the right thing by amplifying the conversation around education, equity and belonging and taking it to the skies.”

Commitment to Diversity Alaska’s Latest Social Endeavor

Alaska’s commitment to diversity and the UNCF is the airline’s latest move to align themselves with social issues. On April 21, 2021, the carrier announced a pathway towards reduced waste and water by 2025, and net zero carbon emissions by 2040.

10 Comments
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strickerj May 3, 2021

I'm in agreement with the sentiment that this is just a feel-good marketing stunt that will make no real difference. Also concur that Alaska Airlines, if anything, should focus on the natives, a demographic also very much in need of support.

May 2, 2021

Livery?

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arcticflier May 1, 2021

“Where all the White Women at?” -Blazing Saddles Is that plane painted with only POC? Personally, I would rather see AS focus on Alaska Native Disparities.

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arjaok April 30, 2021

Meanwhile the commenters over at viewfromthewing probably see this as worse than the holocaust.

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davewolatz April 30, 2021

Great job cropping the picture of the plane with the new livery. The tail of the plane looks awesome.