
AI-generated summary
To commemorate the 25th anniversary of the 9/11 terrorist attacks, a campaign was planned to recall the spirit of social solidarity and service in the United States.
Collaboration between subsidiary D&G and non-profit organization 9/11 Day… 1 million good deed pledges
(Seoul = Yonhap News) Reporter Kang Tae-woo = Innocean announced on the 10th that its American creative subsidiary David&Goliath (D&G) will launch a large-scale public interest campaign 'Unite for Good' with the American non-profit organization 9/11 Day to commemorate the 25th anniversary of the 9/11 terrorist attacks.
This campaign was designed to reflect on the spirit of solidarity and service in American society at the time of 9/11 and to translate this into actual good deeds.
D&G was selected as a campaign partner after competing with major advertising agencies in the New York area. The explanation is that based on experience in public interest campaigns, it received high praise for proposing strategies and creatives in the form of a grassroots movement in which American citizens directly participate.
The campaign aims to make ‘1 million good deed pledges.’ Through the official platform, participants can pledge and practice a variety of activities, including helping neighbors, providing meals to the underprivileged in major U.S. cities, and volunteering for youth education.
The campaign video features comedian Pete Davidson and the son of Scott Davidson, a firefighter who died in the line of duty at the scene of the September 11 terrorist attacks. The video will be released through ABC's morning program 'Good Morning America'.
In this project, D&G's New York office will be in charge of strategy and creative development and production, and Innocean USA (IUS) will be in charge of establishing and executing media strategy.
AI outlook — possibilities, not facts
One million goodwill pledges will be achieved during the campaign period.
Possible · Within months
Pete Davidson's appearance in the campaign video will increase the number of video views.
Likely · Within weeks

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