Last October 27th, 11 people were murdered in cold blood while they worshipped at Tree of Life Synagogue in Pittsburgh’s Squirrel Hill neighborhood. It was the deadliest attack on the Jewish community in the United States and a searing reminder of how hatred of the other combined with weapons of war are a sickening reality in America.
The gravity of the situation leads one to ask, “What can I do?” Alex DiBucci and Kate Griffiths, a creative team at GSD&M, knew they had to do something, so the duo made this 60-second spot to support the Jewish Federation of Greater Pittsburgh.
DiBucci, a Pittsburgh-born writer now working in Austin, turned to words of encouragement from Squirrel Hill’s very own, Mister Rogers. Fred Rogers first spoke these words after 9/11.
Pittsburgh is known as the “City of Neighborhoods,” and this new Public Service Announcement serves as a reminder of what it means to be a good neighbor. Because no matter what happens, who we are or what we believe, we are all neighbors.
Visit the Jewish Federation of Greater Pittsburgh’s Victims of Terror Fund and make a donation to the victim’s families.
CREDITS
Agency: GSD&M
Chief Creative Officer: Jay Russell
Senior Art Director: Kate Griffiths
Senior Writer: Alex DiBucci
Executive Producer: Jack Epsteen
Producer: Dylan Heimbrock & Lee Nichnowitz
Editor: Jacob Stern
Account Service: David Rockwood and Kyla Novell
Business Affairs Manager: Lindsay Wakabayashi, Lewis Caton, and Karen Gatewood
Partners: Jewish Federation of Greater Pittsburgh & Fred Rogers Productions
