Wheels Up today launched "Wheels Up Cares," an initiative designed to raise awareness and funds for causes important to the company and its members. Under the program, a Wheels Up Beechcraft King Air 350i will be repainted with a custom-designed livery as a symbol of each charity’s mission.

This formalizes a program that saw Wheels Up introduce the Pink Plane last October 1 to raise funds for the Dubin Breast Center of the Tisch Cancer Institute at Mount Sinai in New York City. This month, the company introduced a teal King Air 350i to support Ovarian Cancer Awareness Month. Wheels Up will also raise funds for the Janet Burros Memorial Foundation by donating a portion of the fee for each membership purchased this month.

“Just as Wheels Up has transformed private aviation, we set out to create an innovative way to inspire others to support great causes,” said Wheels Up founder and CEO Kenny Dichter. “We are a company with a social responsibility, and this effort reflects our commitment, and that of our members, to help make the world a better, safer and healthier place.”