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Transformation is the overriding theme of "Born On 9/11," Grey New York's integrated campaign for the nonprofit 9/11 Day organization—featuring PSAs that ask Americans to do at least one good deed next Friday to commemorate the 14th anniversary of the terrorist attacks on the World Trade Center and the Pentagon.
In effect, we're challenged to transform our thinking, to erase sad, hateful thoughts and to use 9/11 as a springboard for putting hope into action. That may sound simplistic or trite, but the ads hit all the right notes.
Various teens who share 9/11/01 as their birthday appear in the ads, and Hillary O'Neill makes a fine choice as the principal spokeskid.
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