NEW YORK – July 23, 2026 – 9/11 Day, the nonprofit that founded and leads the federally recognized September 11 National Day of Service and Remembrance, has named David&Goliath (D&G) as its Marketing Agency of Record. The partnership comes at a pivotal moment as the nation approaches the 25th anniversary of 9/11 this year, with a shared ambition to transform the anniversary of 9/11 into a defining moment of national unity, expand participation, and inspire a new generation to turn remembrance into meaningful action.
Observed annually on September 11, and reminiscent of how people everywhere united in the wake of the attacks, the 9/11 Day organization mobilizes tens of millions of Americans to honor the victims, survivors, and heroes of 9/11 through individual expressions of good, acts of service, and community engagement.
D&G will play a leading role in strategic communications, creative development, and integrated marketing to assist 9/11 Day in its efforts to engage the more than 100 million Americans who have no living memories of the 9/11 attacks, or their profound impact on the nation and the world. The work, which will emanate from D&G’s New York office, will focus on inspiring Americans to rekindle the extraordinary spirit of unity and service that marked the immediate aftermath of the 9/11 attacks –creating a sustained movement for shared good that meets people where they are and invites them to participate through their own expressions of kindness and service.
D&G will debut 9/11 Day’s new “Unite for Good” campaign later this summer, a nationwide digital and social initiative encouraging Americans across political, geographic, and cultural lines to unite in an unprecedented national expression of doing good. The campaign will also serve as a tribute to those killed and injured on 9/11, and to the rescue and recovery personnel, and members of the military who rose in service in response to the attacks. The campaign will leverage storytelling, social engagement, and shareable calls-to-action to help transform this day of remembrance into a unifying movement rooted in collective good.
“For 25 years, 9/11 Day has stood as a powerful reminder of what’s possible when people come together in service of one another,” said David Paine, co-founder and president, 9/11 Day. “As we look to the future, we have an opportunity, and a responsibility, to ensure that this legacy continues to grow in the spirit of unity and compassion. David&Goliath understands the role storytelling can play in mobilizing communities, and we’re excited to partner with them to expand the impact of this day.”
“My younger brother, Glenn Winuk, was an attorney and volunteer firefighter and EMT who lost his life in the line of duty on 9/11 at the World Trade Center,” said Jay Winuk, co-founder and executive vice president, 9/11 Day. “He lived his life in service to others. We began this movement in part to honor that spirit of service, so widespread in the aftermath of the attacks. Those who show up for the benefit of others each year on this day are carrying that impactful legacy forward.”
The partnership reflects a growing shift within the marketing and advertising industry toward work that not only builds brands, but also drives meaningful social impact. For David&Goliath, the assignment represents an opportunity to apply its challenger mindset and longstanding commitment to social impact to a mission rooted in unity, empathy, and collective action.
“This isn’t about marketing a moment. It’s about helping a nation show up for one another and embrace the incredible power of unity,” said David Angelo, Founder and Creative Chairman, David&Goliath. “9/11 Day has already created one of the most powerful expressions of collective good in the country. Our role is to help more people see themselves in it, participate in it, and carry forward that spirit of service and unity.”
Future campaign efforts will explore new ways to engage broader and younger audiences, expand participation across communities, and strengthen partnerships with organizations and brands aligned with the mission. Additional campaign details will be announced in the coming months.
