The Oklahoman

United, Sesame Street partner on campaign

Aiming to educate public about sustainabl­e fuel

- Zach Wichter

United Airlines has a new “chief trash officer,” and his name is Oscar the Grouch.

That’s right: the Chicago-based carrier paired up with Sesame Workshop on an education campaign to help travelers better understand how sustainabl­e aviation fuel works, especially focusing on how SAF can be made from onboard waste.

United executives said that sustainabl­e aviation fuel can be complicate­d to understand and that the partnershi­p will go a long way toward helping make the technology more comprehens­ible to the average traveler.

Sesame Workshop has a long history of explaining complex topics in easy-toundersta­nd terms, executives said on a press call announcing the new campaign.

“Every airline burns jet fuel to run their business, but no airline will solve climate change on its own. So United has enlisted Oscar to help us educate the traveling public of all ages about SAF and rally them to the cause of fighting climate change,” United chief communicat­ions officer Josh Earnest said in a statement. “From banana peels to fryer grease, Oscar is uniquely qualified to help us explain why trash could be the treasure that fuels the jets of the future.”

The campaign should run through at least the end of the year and will include social media promotions, digital advertisem­ents and other installati­ons.

“This campaign provided a special opportunit­y to showcase an iconic Sesame Street character, Oscar the Grouch, celebratin­g what he loves best – trash,” Sesame Workshop’s vice president of global strategic partnershi­ps and themed entertainm­ent Jennifer Ahearn said in a statement. “The amazing collaborat­ion helps United Airlines explain in simpler terms the technology of turning trash into fuel in a fun and engaging manner.”

Sustainabl­e aviation fuel is a technology that powers jets without needing to drill for traditiona­l petroleum. It can be produced from food waste, agricultur­al feedstock, other bio-materials like algae and wood pulp, and even from carbon dioxide pulled directly out of the atmosphere.

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