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. In 2020, 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. This initiative won the Silver Shorty Award for Social Good, and the Webby Award for Public Service Activism.
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.
