Stand-up comedian, actor, and writer Pete Davidson, whose father was among the heroic New York City firefighters killed in the line of duty in the 9/11 terrorist attacks, is partnering with nonprofit 9/11 Day to launch “UNIITE For Good,” a new national campaign encouraging Americans to honor the 25th anniversary of 9/11 through acts of service, kindness, and unity.
Anchored by this powerful hero film featuring Davidson and directed by Alfredo “FredFocus” Lavergne, the “UNIITE For Good” campaign invites Americans to reflect on the extraordinary spirit of compassion and unity that emerged in the days following September 11, 2001. Launching nationally across TV, radio, digital, social, print, and OOH, the work aims to inspire Americans to pledge their own acts of good and turn one of the nation’s most solemn anniversaries into the largest day of collective action and service.
Davidson’s participation and connection to 9/11 is deeply personal. His father, Scott Davidson, was a New York City firefighter and among the heroic first responders who lost their lives helping guide others to safety at the World Trade Center. A quarter-century later, Davidson is lending his voice to encourage a new generation of Americans to carry forward the same spirit of compassion and service that united the country in the days that followed 25 years ago.
“9/11 will always be a hard day,” said Davidson. “But I also grew up seeing what came after — people showing up for each other. Twenty-five years later, we can honor the people we lost by doing the same for our community.”
At the center of the campaign is a nationwide call for Americans to join 9/11 Day in pledging a good deed in service of others, building a movement of collective actions across the country in honor of 9/11. The goal is to generate 1,000,000 good deeds between now and September 11, which individuals can post and share at 911day.org.
September 11 is recognized under federal law as a National Day of Service and Remembrance, and the 9/11 Day nonprofit has grown the observance into the nation’s largest annual day of charitable engagement.
“Twenty-five years ago, our nation experienced an unimaginable loss. Much like Pete, I felt that loss first-hand as my brother, Glenn Winuk, a volunteer firefighter and EMT, was one of many heroes killed in the line of duty that day,” said Jay S. Winuk, executive vice president and co-founder, 9/11 Day. “But, in the midst of the tragedy, we also witnessed something extraordinary. We watched people everywhere put aside their differences and come together to help strangers. UNIITE For Good is about carrying that spirit forward. Our hope is that millions of Americans will honor the anniversary not only by remembering, but by taking action for one another.”
“No matter how many years pass, our mission remains the same: to transform the anniversary of a day of tragedy into a movement of doing good,” said David Paine, president & co-founder, 9/11 Day. “Every act of kindness, every volunteer hour, and every person who chooses to serve helps ensure that the extraordinary unity we witnessed in the days following 9/11 continue to live on.”
The integrated campaign, created by agency David&Goliath, marks the next evolution of 9/11 Day’s ongoing mission, further amplifying the federally recognized September 11 National Day of Service and Remembrance.
At the heart of the campaign is a distinctive visual experience of its core message “UNIITE For Good.” The two “I”s in UNIITE stand together as a symbolic tribute to the Twin Towers, while also representing the power of individuals coming together as one. The creative device transforms the campaign’s call for unity into a visual reminder that despite our differences, each of us has the ability to stand alongside one another and unite through good.
