Campaign Highlights 9/11 As Day of Service, Charity, Compassion

A non-profit group called One Day's Pay, with the help of AIG, Ambac, JPMorgan Chase, AT&T, KPMG and Time Warner Cable along with political leaders and other non-profits, has launched a 9/11 remembrance campaign in New York called "NYC Remembers." The NYC initiative is part of the national One Day's Pay campaign which hopes to establish 9/11 as a nationally recognized day of service, charity and compassion.

Three 30-second television spots and two radio spots, narrated by Gary Sinise, produced by New York advertising agency Cossette Post and directed by Annabel Jankel, are currently scheduled to air throughout the New York City area mostly in prime time slots for four weeks, starting on Tuesday, August 17th through the week of September 11. The spots will appear on cable networks including ESPN, ABC Family, MSNBC and CNN. Time Warner Cable is donating a minimum of $250,000 in free media time, while One Day's Pay plans to spend an additional $100,000 to extend the reach of the television buy.

9/11 family members acted as advisors in the development of the advertising campaign, reviewing the director's credentials, screening the initial concepts, and being on site during production meetings and shoots.

"We hope to annually rekindle the spirit of unity that existed in the city following 9/11, and provide people with a constructive and positive way to remember 9/11 that pays appropriate tribute to the incredible sacrifices made by victims, rescue and recovery workers, and volunteers of 9/11," said David Paine, president of One Day's Pay. "Our ultimate goal is to help redefine the day so that future generations remember that 9/11 was about a lot more than the fear and destruction inflicted by terrorists; it was also about the bravery, selflessness and unity of people coming together in a time of great tragedy and need."

"I am thrilled to be a part of the wonderful effort to establish 9/11 as a National Day of Service'" said Sinise. "It would be an incredible blessing if we could transform one of the worst events in our history into a day where all Americans come together to volunteer their time in honor of those lost and injured."