Cannes Lions

Born on 9/11

GREY NEW YORK, New York / MY GOOD DEEDS / 2016

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Overview

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Credits

Overview

Description

Inspire and encourage people to remember 9/11 by doing one good deed.

We enlisted some of the children born 14 years ago, on the day of the attacks, to act as ambassadors to spread the message of hope, unity and community.

We turned the camera on them and showed ‘9/11Day’ through their eyes. We let their kindness become contagious. In simple public service announcements and media interviews, they shared the type of future they wanted to build; the vision of a country united in service to the future. They provided the call to action, for people to remember to share their one good deed on 911Day.

We redefined the day, from a day of tragedy, to a day when hope was born.

Execution

Implementation & Timeline

Launch 18/8/2015

• A PSA featuring a child born on 9/11 asked people everywhere to remember to do one good deed on 9/11 and to share their deeds using #911day

• PSA & media packs released to news outlets

• TV and radio PSAs aired nationally on several major networks.

18/8/2015 - 11/9/2015

• PSA and corresponding posts were pushed on social channels

• Twenty-two children born that day appeared in content on 911day.org

9/11 itself:

• Snapchat geo-filter created for NY City

• Hand-selected celebrity influencers tweeted their good deeds, asking millions of followers to do likewise.

Placement

• 30+ broadcast, online and print media outlets including: Fast Company, People Magazine, The Huffington Post, Washington Post, Newsday

• Major TV news outlets like Fox News and MSNBC conducted interviews with several of the children.

Scale

With reduced lead-time & almost zero budget, the PR campaign was more ambitious in reaching new media outlets & audiences.

Outcome

Please Note: All objectives benchmarked vs. previous campaigns

The campaign worked harder than any previous to drive awareness, interest and participation

Tier1-Awareness

Top-tier media placements

Objective: 25

Result: 30+ and 211 syndicated stories

Impressions

Objective: 100MM

Result: 197MM (10MM social)

Awareness of PSA

Objective: 25%

Result: 31% top 2 box (15.5% definitely saw in a 3 week period: 29% of these aged 26-39, 21% 18-25.)

60% increase in #911Day on Twitter (2015 vs. 2014)

Tier2-Consideration

Increase in “Interested in participating next year”

Objective: 50%

Result: 83%

Tier3-Participation Response

Participation in 911Day post-exposure to PSA

Objective: 66%

Result: 71%

Of people engaged in public service: 67% saw the PSA, 19% didn’t, 14% uncertain. 18-25 year-olds had highest participation rates (51% vs 36% overall).

Increase ratio of participation in public service vs. private remembrance

Objective: From 0.4 to 0.45

Results: From 0.4 to 0.5

Downloads of educational lesson-plans

Objective: 25,000

Result: 50,000

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