Relatives of 9/11 Victims Join With Celebrities and Others in $15 Million National PSA Campaign to Encourage Charitable Service on the 10-Year Anniversary of 9/11

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Aug 15, 2011, 10:00 ET

Inspiring campaign asks, "What will you do to remember?"

NEW YORK, Aug. 15, 2011 /PRNewswire-USNewswire/ -- In a drive to organize the single largest day of charitable service in U.S. history in observance of the 10-year anniversary of 9/11, MyGoodDeed (www.911day.org), a leading 9/11 nonprofit organization, and HandsOn Network, the volunteer activation division of Points of Light Institute, today launched an inspiring national public service announcement (PSA) campaign. The campaign is fueled by partnerships with major media companies spanning virtually every media platform, including television, radio, bus shelters, newspapers, magazines and the Internet. More than $15 million in media has been donated by an extraordinary coalition of prominent media companies, including Viacom, Clear Channel, the National Association of Broadcasters and AOL.

(Logo: http://photos.prnewswire.com/prnh/20110714/DC35132LOGO )

The powerful campaign, themed "I will (pay tribute)," features relatives of 9/11 victims and survivors of the attacks, along with celebrities and others encouraging people everywhere to engage in good deeds and voluntary service in honor of those who perished in the attacks in observance of the 9/11 Day of Service and Remembrance. Appearing in the campaign ads and/or online are more than 30 actors, singers and sports figures, including Samuel L. Jackson, Mariska Hargitay, Hillary Duff, Jordin Sparks, New York Yankees' first baseman Mark Teixeira and Cleveland Cavaliers' Baron Davis. Each shares their good deed plans for 9/11 and urges others to join them by saying, "I will," the initiative's call to action to "remember by doing." The campaign cuts across more than 30 media elements, including 10 digital banners; 10 television PSAs, ranging from 90 seconds to 15 seconds; five radio executions; five digital outdoor and bus shelter banners; and newspaper and magazine print ads. PSAs and individual "I will" celebrity tributes will be featured on the 9/11 Day Observance Facebook page (Facebook.com/911day) and website (911day.org). A second round of television PSAs are planned for release after Labor Day.

Members of the 9/11 community appearing in the campaign include Mary Fetchet, who lost her son, Brad, and who co-founded the nonprofit Voices of September 11; Cindy McGinty, who lost her husband, Mike; Gerry Bogacz, who survived the attacks at the World Trade Center; and Dennis McKeon, who founded the 9/11 support group Where To Turn soon after the tragedy.

A 30-second preview of the campaign premiered Thursday, Aug. 11, during the season finale of "So You Think You Can Dance." The full roll-out of the campaign, across all media platforms, begins on Monday, Aug. 15.

A World-Class Creative Team

The highly inspiring, thought-provoking campaign was conceived by a world-class creative team lead by GOOD/Corps, Partner with M., Deutsch LA and Rock Paper Scissors, with production by Moxie Pictures. Talent was lead by Los Angeles-based Creative Artists Agency Foundation, New York-based Sunshine Sachs and New York-based The Narrative Group. Web development was led by Partner with M., with Facebook applications developed by MagicBullet. Each of the firms either donated all of their professional time to the effort or provided substantial discounts, totaling more than $1 million in creative services.

"The purpose of the "I will" campaign is to give positive direction to the powerful emotions around the tragedy and convert negativity into a lasting movement of kindness, good deeds and service that comes alive every 9/11," said Kirk Souder, executive creative director at GOOD/Corps. "The PSA campaign has been designed to seed this movement within America, and then drive people to the Facebook app and web experience where they can activate their intentions and post what good deed they will do on 9/11."

"We are truly appreciative of the incredible commitment and financial sacrifice that these outstanding organizations willingly made to help bring this extraordinary vision for 9/11 to life," said David Paine, president and co-founder of MyGoodDeed, which led the successful effort to formally designate September 11 as a National Day of Service and Remembrance, signed into federal law in 2009.

Campaign Support

American Express, which contributed $1 million as the lead contributor to the 9/11 Day Observance for 2011, is running the PSAs in its various web-based media properties. Other national contributors are also helping to activate the campaign. JPMorgan Chase donated media space to broadcast PSAs on the Bravo Network and the Golf Channel and is airing PSAs in more than 400 Chase retail branches across the country. Best Buy plans to air the PSAs on television walls in its more than 1,100 stores nationwide, and GlaxoSmithKline is providing support via TV and online PSA partnerships with ABC in North Carolina and Philadelphia. Viacom has donated media space for multiple properties and platforms and will produce its own "I will" PSA, featuring celebrities and employees from across Viacom's brands. Other organizations pledging support include the National Football League, NASCAR Foundation, Groupon, Google, and GGP, one of the nation's largest shopping centers owners.

"This movement captures the desire of millions of caring Americans and people around the world to pay tribute, as well as our collective determination to not forget those lost, the injured, and the many who rose in service in response to the attacks," said Jay S. Winuk, vice president and co-founder of MyGoodDeed, and brother of Glenn J. Winuk, an attorney and volunteer firefighter who died in the line of duty on September 11, 2001. "As the anniversary nears, you can feel the momentum building for this tribute all across the nation."

New Facebook Applications

Organizers also announced the launch of two new Facebook applications – the 9/11 Tribute application, which enables individuals to post their plans for 9/11 on Facebook.com/911day; and the "I Will Volunteer" application, powered by HandsOn Network and funded by American Express, that connects people with volunteer opportunities in their area.

"We are always looking for new ways to get more Americans involved in service, and social media is a game-changer for facilitating volunteerism among communities of friends and family," said Michelle Nunn, CEO of Points of Light Institute. "Partnering with American Express to develop the 'I Will Volunteer' app furthers our existing presence in this new frontier and we anticipate it will help spur volunteerism for 9/11 Day and beyond."

About 9/11 Day

The annual 9/11 Day Observance encourages individuals and groups to perform good deeds, support charities and volunteer in tribute to the victims of 9/11 and all those who rose in service in response to the attacks. Besides MyGoodDeed and HandsOn Network, the volunteer activation division of Points of Light Institute, other program leaders include: National September 11 Memorial & Museum, U.S. Chamber of Commerce's Business Civic Leadership Center, AARP, The Mission Continues and the Corporation for National and Community Service. Other prominent funders include Target Corporation, Clear Channel Radio, Bank of America, Northrop Grumman, GGP, Action America, University of Phoenix, Groupon, UPS, Neiman Marcus and Gap Inc. Two companies that lost employees on 9/11, the investment firm Keefe, Bruyette & Woods, and the national law firm Holland & Knight, also contributed to the campaign as co-chairs of MyGoodDeed's 9/11 Day Organizing Committee.

For more information, contact [email protected], or visit 911day.org; Facebook.com/911day; Twitter.com/911day.

SOURCE MyGoodDeed