The nonprofit organization, 9/11 Day, has released a campaign urging Americans to do good deeds on the anniversary of the terrorist attack on the US.
Grey New York, which works pro bono for 9/11 Day, created the work. The centerpiece of the campaign is a TV spot featuring children who were born on September 11, 2001, the day of the attacks, and on one child in particular, Hillary O’Neil, who asks people to do "one good deed" on 9/11 Day.
The campaign supports the 9/11 National Day of Service and Remembrance, which was started by the 9/11 Day charity in 2002.
According to Andreas Dahlqvist, Grey New York’s chief creative officer, "When we interviewed these children born on 9/11, we quickly found out that none of them wished their birthdays were different.
"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 film was shot in documentary style by Adam Reid through Bodega Studios. The campaign also includes radio announcements and social media executions encouraging people to share their good deeds.
This article first appeared on campaignlive.co.uk.
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Watch the film conceptualised by TBWA\India here
Was country head at Thwink Big