In the immediate aftermath of the 9/11 tragedy, this column contained significant white space. We left a portion blank intentionally for two prime reasons. The white space represented a moment of silence to honor the dead and to express the entire SHOOT staff’s condolences to the victims’ families and friends. Just as importantly, the space was a challenge—to you, our readers. We wanted you to fill in the blank with ways our industry could rally to the cause and help to ease the pain and suffering.
Since then, SHOOT has chronicled assorted positive developments throughout the commercialmaking community. There have been fundraisers blood drives, public service campaigns, still photography tributes, individual expressions (see "Your Shot" column, below), documentaries, the book Brotherhood spearheaded by Rick Boyko, executive creative director at Ogilvy & Mather, New York (SHOOT, 1/4, p. 7), and perhaps most notably, the rescue and recovery efforts of dedicated union crew people and equipment houses at ground zero.
The latter effort was honored at the Association of Independent Commercial Producers (AICP) Show in New York, with the prestigious Jay B. Eisenstat Award being presented to 10 recipients—eight companies and two union locals (SHOOT, 6/14, p. 4).
Some of the aforementioned endeavors have generated funds for such organizations as The Twin Towers Fund, The Salvation Army, The New York Police and Fire Widows’ and Children’s Benefit Fund, The United Way of New York, the American Red Cross, and the Family Assistance Project of the Fire Department of New York’s Fire Safety Fund.
Among the latest industry endeavors have been Report From Ground Zero, a two-hour TV special which debuted on ABC this week (9/10), and "World Message," a 90-second PSA conveying a message of peace and tolerance. The former was produced by @radical. media (SHOOT, 9/6, p. 1), with a tonality that is compelling, tasteful and inspirational.
Meanwhile, "World Message" features Nawal el Moutawakel-Bennis, who at the 1984 Summer Olympics in Los Angeles became the first Moroccan, the first Arab and the first Muslim woman to win an Olympic Gold Medal. Moutawakel-Bennis, president of the Laureus Sport for Good Foundation, is a goodwill ambassador for UNICEF.
Producer Kathleen Kennedy, a partner in The Kennedy/ Marshall Company, brought RSA USA into the project and oversaw it in close collaboration with Jules Daly, managing director of RSA USA. The spot was funded by the Entertainment Industry Foundation. Directed by RSA’s Jack Price, "World Message" offers a visual backdrop that includes athletes from different countries and ethnic backgrounds bonding with one another. Interspersed are scenes of Moutawakel-Bennis running through the countryside and villages of Morocco. Her words are simple and direct:
"The world has changed after September 11th. It will never be like it used to be in the past. Animosity, fear and hate between nations, between people, need to be looked over again because life should not be the way it is now. Sports can eradicate so many barriers, and so many taboos. It’s capable of changing the face of the world.
"Nelson Mandela said once, after all the years he spent imprisoned, that … even though he would probably not forget … he’d learned to forgive," she continued. "I think we have to teach children about forgiveness about what happened in the past and to look upon a brighter future."
Explaining the motivation behind RSA’s participation, company principals, directors Ridley and Tony Scott, issued a joint statement: "In the aftermath of September 11th, the world’s people need to turn to each other, not turn against each other. We want this message to foster respect and understanding."
