SEEN & NOTED: NEW YORK, NY — To commemorate the 10th anniversary of 9/11, Viacom Inc., in collaboration with MyGoodDeed and the HandsOn Network launched a public service campaign to inspire Americans to participate in the "9/11 National Day of Service and Remembrance" by committing to good deeds, charity or volunteer service.
The "I Will" digital out-of-home campaign was launched on September 6th and ran through September 11th on Viacom's media networks airing specially produced public service announcements featuring artists and actors such as Lady Gaga, Fran Drescher, DJ Pauly D, Nas, Julianne Hough and Drake Bell, along with Viacom employees. Viacom donated its digital out-of-home inventory across multiple properties to support the public service advertisements. Viacom also supported the campaign with an "I Will" widget through which visitors can upload their personal response to the question "What will you do on 9/11 in tribute?"
The "I Will" campaign—which aims to inspire the single largest day of charitable service in U.S. history—has had more than 100,000 acts of kindness, good deeds and charitable services pledged through the 911day web site. In addition, more than 600,000 individuals have volunteered as part of organized charitable activities across 24 states.
The campaign also included promotional partnerships with NASCAR, The National Football League, and Major League Baseball. Viacom, has also installed a 3D “I Will” sculpture in their Time Square offices to help encourage employees to post their tributes. All of these initiatives helped to drive awareness for the campaign.
The campaign's platform and communications plan was conceived and developed by GOOD/Corps, an independent agency that helps build communities and drive real-world impact, in partnership with Deutsch LA and Rock Paper Scissors. Viacom also teamed with Aerva, Inc., a Cambridge, MA based technology developer that provides real-time interactivity between mobile, social media applications and digital display networks. Using Aerva’s Picture-to-Screen technology, Viacom employees, celebrities, and New York personalities were able to send their pictures along with their “I Will” tribute to MTV's digital billboard in Times Square. Each submitter receive a keepsake photo from Aerva’s systems after the submitter’s photo was captured live on MTV's billboard. Aerva also created a website for the public service videos on viacom.aerva.com for viewing and download.
"The purpose of the ‘I Will’ campaign is to give positive direction to the powerful emotions around the 9/11 tragedy and convert negativity into a lasting movement of kindness, good deeds and service that comes alive every year,” said Kirk Souder, executive creative director at GOOD/Corps.
"We couldn't have implemented this campaign without the leadership of GOOD/Corps, and the incredible contributions of our partners like Deutsch LA, Rock Paper Scissors and Partner with M.,” said David Paine, MyGoodDeed president and co-founder. “The ‘I Will’ campaign platform truly activates the public’s desire to make a positive contribution and encourages participation as highlighted by the more than 220,000 engaged Facebook fans and the 500,000 unique visitors to our web sites thus far.”
"Viacom has been an indispensable and vital partner of the 9/11 Day of Service and Remembrance," said David Paine, president and co-founder of MyGoodDeed, the 9/11 nonprofit that created and annually organizes the 9/11 Day of Service and Remembrance. "Viacom understood immediately and fully embraced paying tribute on 9/11 through charitable service. We cannot thank them enough for generously providing their extraordinary media resources to help engage millions of people."
“We’re honored to have been selected to develop the program and platform for this campaign and to have collaborated with best-in-class partners like Deutsch LA and Rock Paper Scissors,” said Ashley Jacobs, head of partnerships and strategy for GOOD/Corps. “The ‘I Will’ campaign isn’t just about the 10th anniversary of 9/11 but about creating an enduring movement and national legacy event.”
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