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FealGood Foundation Collaborates with NYC Pizzerias to Honour 9/11 Heroes

05/09/2024
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The campaign was created with Rethink

Pizza places are an important and inextricable part of New York City鈥檚 identity. And on the walls of many of these pizzerias, locals and tourists alike have become accustomed to seeing photos of notable celebrities, athletes, and cultural icons.

As we approach the 23rd remembrance of 9/11, iconic pizzerias including Prince Street Pizza, Patsy鈥檚 Pizzeria, Juliana鈥檚, Bleecker Street Pizza, John鈥檚 of Bleecker, and Paulie Gee鈥檚 Slice Shop are reimagining their iconic walls to showcase a different set of NYC heroes. For the week of 9/11, these pizzerias are dedicating their walls to 9/11 first responders. 

As many surviving first responders from 9/11 face ongoing medical complications due to their service at the World Trade Centre, independent creative agency Rethink has partnered up with the non-profit FealGood Foundation to activate the , collaborating with NYC pizzerias to temporarily replace celebrity photos with photos of some of the many surviving 9/11 first responders who continue to be an integral part of NYC. This initiative will allow for customers passing through the shops to not only honour these men & women鈥檚 heroic service by learning about their story, but also help donate to their ongoing medical care.

The FealGood Foundation is a non-profit dedicated to the advocacy, education, and continued funding of first responders and their families. Founded by John Feal, the organisation has helped raise $10 million+ for first responders and advocated for hundreds of millions more in Congress with the help of one of its biggest supporters, Jon Stewart.

While the city annually marks the remembrance of the attack, the 23rd remembrance may not hold the same importance in the public consciousness as the 20th or 25th, for example. With that, this campaign ensures that these heroes鈥 stories are seen and heard in a unique NYC setting 鈥 inside pizza shops where everyday folks who may not be as aware of the continued health impacts from the attack can learn more and understand the complications that many survivors are living with.

鈥淎nyone who鈥檚 ever been to a pizza place like John鈥檚 of Bleecker or Prince Street Pizza or Juliana鈥檚鈥攚hether as a local or a tourist鈥攈as curiously scanned the celebrity photo wall to see who they might recognize. We wanted to redirect that curiosity and attention towards a group of New Yorkers who could use it most, in a distinctly New York way.鈥 said Gabriel Sehringer, associate creative director, Rethink.

Credits
Work from Rethink New York
Smack for HEINZ
Kraft Heinz
29/03/2024
Lemons
Epidemic Sound
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Epidemic Sound
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