NEW YORK, Aug. 26, 2015 /PRNewswire-USNewswire/ -- Organizers of 9/11 Day, the nation's largest annual day of charitable engagement, today released "Born on 9/11," a powerful public service advertising and multimedia campaign promoting service on 9/11, and inspired by and featuring children born on the actual day of the tragedy.
The centerpiece of the campaign is a documentary-style television commercial that focuses on Hillary O'Neill, who was born in Norwalk, CT on the afternoon of September 11, 2001. Raised in a world of uncertain safety and war, Hillary has emerged as an optimistic, connected and can-do young lady intent on making a positive difference in the world. "I like looking for the best in things," O'Neill says in the PSA. "If we all do good deeds on 9/11, it'll add up." 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.
The documentary-style commercials are part of a multi-media campaign created by Grey New York in collaboration with 9/11 Day. Hillary, one of 13,238 children born in the U.S. on September 11, 2001, commemorates her birthday by helping others.
"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."
The television spots, directed by Bodega director Adam Reid, will begin airing nationally this week through September 11. They'll be carried by several major networks and media companies, including CBS, ABC, Fox and Viacom. iHeart Media is distributing the radio spots to its 850+ affiliated stations, reaching more than 245 million Americans. The National Association of Broadcasters is making the PSAs available to more than 14,000 member radio stations and 1,400 member television stations.
9/11 Day, created in 2002 and organized each year by the 9/11 nonprofit MyGoodDeed, is expected to inspire more than 40 million Americans to do good deeds this year.
ACCESSING THE PSAs
The TV spots can be viewed at: https://911day.org/lesson-plans/media. Broadcast quality versions can be downloaded at the National Association of Broadcasters Spot Center (https://psa.nab.org/ - available to NAB members). They are also accessible by contacting 9/11 Day at firstname.lastname@example.org.
Major supporters include American Express, Target, Holland & Knight LLP, Grey New York, Glaxo, Cantor Fitzgerald, Clarion Partners, iHeart Media, NYSE, Viacom, AOL, and the National Association of Broadcasters. For more information, visit http://911day.org or email email@example.com.
SOURCE 9/11 Day