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How GSP Are Turning Painful 9/11 Memories Into Positive Ones


Goodby Siverstein & Partners offer a moment of reflection with new app

How GSP Are Turning Painful 9/11 Memories Into Positive Ones
On Friday, September 11, Goodby Silverstein & Partners will launch the mobile app 9:11 Moment of Reflection, designed to turn the painful memories of 9/11 into something positive. 

Creative director Adam Reeves and senior art director Carlo Barreto, both former New Yorkers, conceived the app.

“While we were at lunch after a rather challenging morning at work, we started to talk about how we’ve overcome challenges in life, which led us to discuss larger issues and how people as a whole overcome and move on with optimism in hand,” Barreto said.

“We landed on wanting to share what helps us deal, specifically around the tragedy of one of the cities we both love and have strong ties to,” Reeves added.

Barreto illustrated the entire project himself, and the app was built and brought to life by the agency’s BETA team. It leverages the two times that “9:11” appears on a clock daily and turns them into a moment of silent reflection. In the same vein of people making a wish at 11:11, this app encourages them to respectfully reflect on what happened that day, by bringing to their phones contemplative sounds and elegant animations, and offering inspirational quotes about forgiveness and unity. 

While the app is downloadable for free, it supports the Newseum in Washington, DC, which houses a permanent gallery that explores the 9/11 attacks and highlights the brave journalists who risked their lives to bring the news to the world. The app provides a donation link in an effort to support engaging, interactive exhibits and education programs for students and visitors.

Starting this September 11, the 9:11 Moment of Reflection app will be available for download in the Google Play Store. An iOS version will be available for download from the Apple App Store soon.

Starting tomorrow, you may visit the app’s website at
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