9/11 has been officially recognized by the White House as the National Day of Service and Remembrance to promote community service on 9/11 as an annual and forward-looking tribute to the 9/11 victims, survivors, and those who rose up in service in response to the attacks.
Our challenge was to galvanize public engagement to turn the day of greatest tragedy into a day of greatest service.
Enso’s approach was to first, shift the status quo way of honoring the day from remembering to remembering by doing. Second, to widen the concept of service to include simple acts like a favor to a friend, to larger commitments like a taking on a community project.
To bring this mission to life, we developed the “I Will” digital platform where people made and shared tributes. This was supported by an integrated campaign that spanned from digital to television.
“I Will” received national support from the White House, national service and volunteer organizations, veterans, faith organizations, mayors, the CAA Foundation, dozens of celebrities, civic leaders and millions of everyday people.
As a result of the campaign, over 40 million Americans now observe 9/11 by engaging in charitable activities (up from 4 million), over one billion overall media impressions have been generated since 2011, and awareness that 9/11 is a day of service has jumped from 7.9% in 2011 to over 45% today.
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