9/11 Day At Home

Getting Millions To Virtually Volunteer During COVID-19

For two decades, 9/11 Day Foundation, has been working to transform 9/11 from a day a tragedy into a national day of service. This year, they faced an uphill challenge: Motivating millions of people to do good during a global pandemic. Partnering with Wunderman Thompson, we helped them create 9/11 Day At Home, a web and social platform for the country to do good deeds from home, in tribute to 9/11.  In matter of months, our team helped shift net sentiment by over 50 points from negative to hopeful. We mobilized 29 million participants in the US to do good deeds during COVID-19 on and around 9/11.

9/11 DAY AT HOME CASE STUDY

9/11 Day At Home: 11 Good Deeds

We highlighted 11 good deeds (and +40 more to choose from), partnering with top nonprofit organizations focused on culture’s most pressing issues today. People could feed a first responder, volunteer on voting day, help scientists fight COVID-19, and more. Over 42,000 meals were delivered to First Responders on 9/11. 

Simple Ways To Engage

We designed the site to integrate simple APIs from other non-profits, allowing users to complete a deed in minutes without leaving the site. Over 500,000 users visited the site, an increase of over 1000% from the previous year.

Easy Ways To Share

We expanded 9/11 Day’s footprint on social: promoting specific deeds, and celebrating their completion with sharable badges. Key influencers helped us get the message out to hundreds of millions.

9/11 DAY AT HOME PROMO SPOT

Millions Reached

With over 1.1 billion social media impressions, we set a record for 9/11 Day, with celebrities and prominent public figures joining in. Over 29 million people participated in doing #911day good deeds across the U.S.

+51pts Positive Shift in Sentiment

Ultimately, our initiative changed the conversation around 9/11 Day.

1.1B

Earned Impressions

29M

Participants in the US

1000%

Increase in Site Traffic from prior year

+51pt

Increase in Net Sentiment towards Hopefulness

We encouraged millions to virtually volunteer during COVID-19.

SERVICES
Product Design, Experience Design, Campaign, Illustration, Animation
PLATFORMS
911day.org, Twitter, Instagram, Facebook
CREATIVE & STRATEGY
Cavan Huang, Vivi Fitriani, Saedi Burke, Karolina Ciecholewska, Robert Suta, Greg Calicouris, Vidia Anindhita, Sherine Kazim, Jill Applebaum, Taras Wayner
ACCOUNT & PM
Joe McGlynn, Alex Blackstone
VIDEO PRODUCTION
Alex Fau, Anabella Rypin, Camila Tomei, Luciano Romero, Ximena Rojo, Denise Umaschi
TECH & DEV
Droptica
DATA & MEDIA BUYING
Philip Saporito, Will Sandwick, Taylor Strickland, Brantley Davidson
9/11 DAY FOUNDATION
David Paine, Eric Paine, Jay Winuk