9/11 Remembrance OOH Campaign Secures $1M in Donated Media
2026-09-24 · via Digital Signage Today
Talon partnered with agencies Innocean and David&Goliath to secure more than $1 million in donated out-of-home media across the U.S. for a 9/11 remembrance campaign called UNIITE, according to a press release.
The pro bono campaign supported the nonprofit 9/11 Day and encouraged people to honor the legacy of September 11 through acts of kindness and service. Talon says it was able to convert unused or donated OOH inventory into a coordinated public messaging push, rather than relying on paid media buys.
A notable element of the campaign was a Times Square activation in which participating screens observed one minute of silence at 9:11 a.m. on September 11. The release does not specify how many screens or venues took part in the Times Square moment, nor does it name the specific media owners who donated inventory.
For operators and network owners, this is another example of the OOH and digital signage industry using screen inventory for cause-based or civic campaigns rather than commercial advertising. Talon frames the effort as evidence of the industry's ability to turn media assets into a coordinated tool for social messaging at scale, according to the release.
The announcement is light on specifics that would matter to industry buyers, such as which display networks or CMS platforms coordinated the synchronized moment of silence, how the $1 million valuation of donated media was calculated, or how many total screens across the country participated. It also does not say whether this is a one-time activation or the start of a recurring partnership between Talon, Innocean, David&Goliath and 9/11 Day.
Still, the campaign highlights how OOH and digital signage networks can be mobilized quickly for time-sensitive, synchronized content across a fragmented base of screen owners and locations, something that requires coordination tools capable of scheduling precise, simultaneous playback across otherwise unrelated networks.
The announcement in full
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Talon partnered with Innocean and David&Goliath on a 9/11 remembrance campaign, called UNIITE, and secured more than one million in donated OOH media across the U.S.
The pro bono campaign, which aimed to hep the nonprofit organization 9/11 Day, urged citizens to honor the legacy of 9/11 through acts of kindness and service. As part of the project Talon secured a special Times Square Moment of Silence activation with all participating screens observing one minute of silence at 9:11 a.m. on Sept. 11, according to a press release.
The campaign demonstrated the OOH industry's collective ability to turn media inventory into a force for social good, amplifying a message of unity, service and remembrance at scale, according to the release.
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