Cannes Lions
GREY NEW YORK, New York / MY GOOD DEEDS / 2016
Overview
Entries
Credits
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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