With the 14th anniversary of 9/11 approaching, the nonprofit 9/11 Day organization launches an integrated advertising campaign this week from its pro bono agency, Grey New York, calling on all Americans to perform good deeds that help others and pay tribute to those lost on that day. The campaign supports the 9/11 National Day of Service and Remembrance, which was founded by 9/11 Day in 2002 and is now the nation’s largest annual day of charitable engagement.
The centerpiece of the communications effort is a documentary-style television commercial, which conveys the inspiration and hope generated by the more than 13,000 children born on September 11, 2001, the day of the tragedy. After seeing the faces of several children, the camera focuses on Hillary O’Neill who was born at 2pm that day. Raised in a world of uncertain safety and war, O’Neill has emerged as an optimistic, connected and can-do young lady intent on making a positive difference in the world. With a string tied around her index finger, she voices the call to action: “This 9/11 Day, do one good deed.” The spot ends with a slate that says, “Share your good deed this #911Day” and invites viewers to learn more at 911day.org.
Grey New York brought on Bodega Studios director Adam Reid to deliver his signature docu-style authenticity to the spot which is titled “Born On 9/11.”
“When we interviewed these children born on 9/11, we quickly found out that none of them wished their birthdays were different,” said Andreas Dahlqvist, chief creative officer of Grey New York. “In fact, they feel strongly that they represent what’s good in the world. They are very hopeful about the future and are determined to give back to others.”
In addition to television, the campaign includes radio PSAs; an extensive social media component to encourage people to pledge and share good deeds; print, out-of-home and digital communications; long-form content that will live on 911day.org and a Good Deed Activator on the website that generates good deed ideas for participants. Some of the 9/11 children featured in the TV PSA will ring the NYSE bell on September 11th to kick off the day of good deeds.
