For the next three months, an image of footprints in sand accompanied by the words, "We're with you America, every step of the way," will greet motorists as they enter Manhattan from New York's Lincoln Tunnel.
Stretching from 40th to 41st Streets on Tenth Avenue, a 200-by-16-foot scaffolding will carry the red, white and blue, 6-foot-long footprints, which are emblazoned with the names of about 30 sponsors. These include Walter & Samuels, Newmark Real Estate and Extech Industries.
The monies earned from the sold ad space ($5,000 for three months and $2,500 for one month) will go to The Todd M. Beamer Foundation and The Torch Foundation, two charities established following Sept. 11 to address the short- and long-term needs of survivor families.
Covenant House lent a side of its building to the effort, and Arrow Restoration built the scaffolding. The scaffolding is a "highly visible advertising space, which would give sponsors the opportunity to publicly show their support and remembrance," said Brian Geller, a principal at Arrow.
At the end of August, the scaffolding will be available to a single advertiser, with a share of the profits earmarked for charity.