9/11 Day Nonprofit Launches National PSA Campaign for the 20-Year Remembrance of 9/11 Encouraging a Return to a “State of Unitedness”


NEW YORK–(BUSINESS WIRE)–9/11 Day, the nonprofit which founded and annually organizes the federally recognized September 11 National Day of Service and Remembrance (known today as “9/11 Day”), has launched a remarkable public service advertising campaign that calls on all Americans to put aside differences, “remember how much we have in common” and join together in unity and service for the 20th anniversary of 9/11.

“When you’ve lost a loved one, you realize how trivial our differences can sometimes be. You find out real fast what’s most important in life,” said Cindy McGinty, a 9/11 Day Board Member who lost her husband Michael on 9/11, and was among members of the 9/11 community who came together to participate in the PSA.

The campaign, developed in conjunction with the advertising agency Wunderman Thompson, with director Amber Grace Johnson, Object & Animal, includes television, radio and digital ads that feature 23 9/11 family members, survivors, rescue and recovery workers, Gold Star parents, and military veterans, and other 9/11 leaders. The campaign can be viewed at 911day.org, and on the 9/11 Day’s YouTube channel.

“Our creative team was united in the goal of creating a work of art that remembers 9/11 respectfully and artistically,” said Jill Applebaum, Chief Creative Officer Wunderman Thompson New York. “It was important for us to shine a light on the real people impacted by 9/11 and beyond, to remember the tragedy with deference but also celebrate how as a nation we came together during one of the most difficult periods in American history. A lesson that we should never forget is what we’re capable of doing together.”

Musician Bruce Springsteen licensed the publishing rights for his song “The Rising,” written following the events of 9/11, to serve as the soundtrack inspiration for the State of Unitedness PSAs. Academy-award winning actor Morgan Freeman delivers the inspiring voice for the radio spots, which are being aired nationwide by the National Association of Broadcasters and by iHeartRadio across over 800 of its radio stations nationwide. Beginning September 2, 2021, both the radio and TV spots are being offered nationwide to more than 8,300 stations by Extreme Reach and the National Association of Broadcasters, via its NAB Spot Center.

“Our goal is to inspire as many as 20 million acts of kindness and charity and other good deeds for the 20-year remembrance of 9/11 in tribute to those lost and injured on 9/11, their families, and those who rose in service, including first responders, recovery workers, volunteers and members of our military,” said David Paine, president and co-founder of 9/11 Day.

More than 80 companies, along with AmeriCorps, a federal agency that leads federal national service and volunteering programs, are providing funding to support 9/11 Day’s programs in 2021. In addition to principal funding by CDW; Citi; FirstNet, Built with AT&T; Stifel Financial and Keefe, Bruyette and Woods; and MetLife Foundation, other supporting sponsors include: JPMorgan Chase; Holland & Knight; KPMG; MUFG Union Bank; Pfizer; Turner; Fieldpoint Private; American Express; Conde Nast; Motorola Solutions Foundation; Intercontinental Exchange; New York Stock Exchange; Reliance Steel & Aluminum; RBC, and others.

The PSA campaign was filmed at The Shed, a cultural center in Hudson Yards, Manhattan, which commissions, produces, and presents a wide range of activities in performing arts, visual arts, and pop culture.


Kelly Susco or Jackie Crystal, media@911day.org


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