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 – 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.
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, Hilary 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 and website. 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.”