Pay It Forward 9/11 launches 11 Days of Kindness with global Be Kind video

Pay It Forward 9/11 is marking the 25th anniversary of the September 11 attacks with a global a cappella music video and a campaign aimed at 25,000 acts of kindness. The effort runs Sept. 1-11 and ties remembrance to service in communities from New York to Gander, Newfoundland.

Why it matters: - Pay It Forward 9/11 is using the 25th anniversary of 9/11 to turn remembrance into visible service. - The nonprofit wants the campaign to inspire at least 25,000 acts of kindness during Sept. 1-11. - The effort links memory of the 9/11 victims with everyday action in schools, homes, workplaces and communities.

What happened: - Pay It Forward 9/11 premiered a global "Be Kind" music video on Sept. 1 featuring a cappella singers from around the world. - The video launches the nonprofit’s annual #11DaysofKindness campaign. - The campaign runs Sept. 1-11 and centers on musician Zak Abel’s song "Be Kind." - The premiere is part of a broader set of events in Washington, D.C., New York City and Gander, Newfoundland.

The details: - The organization asks viewers to perform three good deeds for strangers during #11DaysofKindness. - Suggested actions include buying coffee, helping a neighbor, donating to a food pantry, thanking a first responder, volunteering or reaching out to someone who may feel alone. - Pay It Forward 9/11 says the goal is to create a ripple effect that reaches at least 25,000 acts of kindness during the anniversary year. - Kevin Tuerff, founder and president of Pay It Forward 9/11, said music and kindness can connect people who live far apart. - Tuerff said the campaign is meant to begin the 11 days with something hopeful that people can see, hear and share. - Tuerff founded Pay It Forward 9/11 after experiencing generosity as one of about 7,000 airline passengers diverted to Newfoundland when U.S. airspace closed on Sept. 11, 2001. - His experience in Gander helped inspire the musical "Come From Away." - The campaign includes a Washington, D.C.-to-New York Amtrak journey to spread the message on the rails. - On Sept. 3, Pay It Forward 9/11 and longtime supporter John Gallin & Son will host a coffee event at Xavier Mission in New York City. - More than 50 theaters producing "Come From Away" are encouraging audiences to do acts of kindness in their own communities. - Tuerff is connecting with participating theaters through videos, customized content and virtual appearances. - On Sept. 10, Pay It Forward 9/11 will work with ATS and Pace University in Lower Manhattan, near the World Trade Center site. - Also on Sept. 10, Tuerff and board members and volunteers will return to Gander and gather at the College of the North Atlantic. - In Gander, the group will share stories of kindness and highlight 25 documented acts of kindness honoring 25 people lost on 9/11. - The campaign culminates on Sept. 11 with a call for people to honor those lost by serving their own communities and continuing the effort after the anniversary. - Supporters include the writers and original producers of "Come From Away," Air Canada, John Gallin & Son and Love, Tito’s. - Schools, families and homeschoolers can access free downloadable curriculum and kindness resources at Pay It Forward 9/11. - The nonprofit also invites people to share their efforts using #11DaysofKindness.

Between the lines: - The campaign blends memorialization with a simple behavioral ask, which makes the anniversary message easier to repeat and share. - Using a global choir and multiple city events gives the nonprofit a mix of digital reach and in-person visibility. - The repeated tie to "Come From Away" keeps the 9/11 story connected to a widely recognized symbol of post-attack generosity. - The focus on three acts of kindness gives supporters a concrete goal instead of a broad call to feel inspired.

What's next: - Pay It Forward 9/11 will continue #11DaysofKindness through Sept. 11 with events and public outreach. - The organization wants participants to keep paying kindness forward after the anniversary ends. - The nonprofit is directing individuals, families, schools, businesses and community groups to join the campaign and use the free resources online. - Supporters can follow campaign updates through the organization’s social channels, including LinkedIn, Instagram, Facebook, YouTube and X.