September 2021 marked 20 years since the tragedy of 9/11. Since then, The 9/11 Day foundation has been working to meet this dark day with the equal and opposite energy - to turn 9/11 into a day of positivity, connection, and doing good.

Though, in 2021, we felt more divided than ever. The fractious political climate and isolation brought on by COVID-19 made 9/11 Day's mission feel difficult to achieve. Add to that the fact that 1/4 of the US population today were not yet born on 9/11, and the disconnect felt greater than ever.


To convince people that we are actually more united than divided, we needed a powerful voice. A way to break through the noise and make a compelling argument - and there were no more powerful voices to share our message, than the people who experienced that day firsthand.

So, we invited 23 speakers - first responders, veterans, volunteers, people who worked in the Twin Towers, and their families - to deliver our message of unity. Together, their voices would rally millions to turn 9/11 into a day of positive action and good deeds.


We established One Good Deed Day and put 9/11 Day's mission back at the forefront. Now, One Good Deed Day helps turn 9/11 into a day of unity and positivity, one good deed at a time.

Our powerful film was broadcast on national television, with a script inspired by each speaker's unique story. To support the film, Morgan Freeman recorded a stirring radio spot that grabbed the hearts of millions.

9/11 Day's website also became a hub for action, helping people choose good deeds with which to get involved. Classrooms around the country also joined our initiative, and students who never experienced 9/11 championed the cause.


Our work transcended political party, belief system, and class and our film featured a diverse set of speakers.

Our good deeds - from volunteering at a local food bank to donating clothes to a shelter in need - were chosen for their accessibility and ease. People didn't need to have a lot of extra time or money to participate.

The result was wide-spread resonance. Millions of people found a message that they could identify with, and we saw a 40% increase in good deeds done on the day of 9/11 - including involvement from thousands of young students who were not yet born when the 9/11 tragedy occurred.

94236 9 11 Case Study Final V4

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2022 Anthem Award

2022 Anthem Award

Humanitarian Action & Services, Community Outreach, and Community Engagement Categories (For Profit)