After twenty years, the tragic events of 9/11 are shifting from memory to history. How do we fulfill our promise to “never forget” when a new generation has no living memory of the event? The National September 11 Memorial & Museum wanted to mark the 20th anniversary of the 9/11 attacks in a way that would engage a national audience and build lasting connections to the institution — ensuring future generations never forget the lessons of 9/11.
The tragedy of 9/11 changed our world forever, but so did our response. On that painful day, and the days, weeks and months following, we experienced a sense of collective hope, unity and resilience like never before. By honoring these lessons learned, we can call for future generations to “remember” what we’ve been through together, and draw from the unbreakable strength we’ve forged through such unspeakable pain.
To support the September 11 Memorial & Museum’s efforts to teach the lessons of 9/11 — particularly to those who have not lived through that day — Subject Matter conceived and developed The Never Forget Fund, a sustainable fundraising platform. And then, we got the word out.
We launched a national PSA campaign, social media activation and partnerships with corporate and non-profit organizations. Together, our efforts helped bring the message of unity, hope and resilience to communities across the country and the world. The results:
PSA Campaign:
Times Square Takeover with Clear Channel:
Outdoor
Online Ad Performance
Corporate Partnerships
Never Forget the Sky Social Activation
Earned Media
Media Tour
