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Nonprofit group One Day’s Pay launches a campaign, NYC Remembers, with three 30-second spots that will begin airing Friday on Time Warner Cable channels in and around New York, reports New York Newsday. The campaign seeks to avoid commercialism of 9/11, ensuring that the date is remembered by “volunteerism, compassion, and giving” rather than Memorial Day-like sales.
The spots will appear an estimated 400 times on cable networks including ESPN, ABC Family, MSNBC and CNN, reaching 12 million people an estimated 10 times each. The ads will encourage people to visit a special site to support the observance, www.nycremembers.org, which went live on August 15 and which includes links to volunteer and giving opportunities.
Time Warner Cable is donating a minimum of $250,000 in free media time and actor Gary Sinese volunteered his services to narrate the commercials. One Day’s Pay plans to spend an additional $100,000 to extend the reach of the TV buy.
9/11 family members acted as advisors in the development of the advertising campaign, screening concepts and being on site during production meetings and shoots.
Radio spots will join the campaign a week after TV ads start, and mailers have gone to more than 1,000 employers and nonprofits, encouraging them to organize volunteers.
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