» Client: U.S. Department of Defense
» Job: Organize and promote the second annual America Supports You Freedom Walk in Washington and across the country. The event — which drew 15,000 walkers to the District last year — was created to commemorate the anniversary of Sept. 11.
» Agency: Susan Davis International in Washington.
» Theme: “America Supports You.” The event was designed to give people an opportunity to show their support for those fighting the war on terrorism, as well as remember those who were lost on Sept. 11 and reflect on the events of that day. The inaugural event in 2005 had walkers following a path from the site of the Pentagon crash to the National Mall. This year, nearly 50 cities will commemorate the fifth anniversary of Sept. 11 with their own America Supports You Freedom Walk.
» The concept: By adding more and more cities, the firm aims to turn the event into a national tradition similar to Memorial Day. This year’s Washington-area event, to be held on Sept. 10, will include a performance at the conclusion of the walk by opera singer Denyce Graves, who also sang at the National Cathedral Sept. 11 Memorial Service.
» The plan: Last year’s walk was conceived and organized in just 40 days. Planning for the second annual walk began in June. The agency brought on major national sponsors, such as AOL, the PGA Tour and Bank of America, to provide support for the event. Clear Channel is also providing promotional support to Freedom Walk cities across the country. Locally, the Washington, D.C. Convention & Tourism Corporation, as well as radio stations WMZQ, WMAL and the Pentagon Channel are sponsoring and promoting the walk. The agency also teamed up with Metro to place radio public service ads running throughout August. Nationally, the American Legion, Veterans of Foreign Wars and various local and federal government agencies are reaching out to potential walkers. In addition, Susan Davis International designed a Web site, www.americasupportsyou.mil/freedomwalk, to help walkers register or set up a walk in their own town.
» Creative team: Susan Davis, chairwoman; Judy Whittlesey, executive vice president; Derek LaVallee, vice president; Michelle Shortencarrier, director of communications
» Ages: 25 to 50
» Background: Susan Davis International is a public relations firm specializing in media campaigns, strategic positioning and branding, government relations, cause marketing and corporate philanthropy, stakeholder communications and historic national events. The agency has a diverse group of clients, ranging from the Israeli Embassy and California Pizza Kitchen to the National Center for Missing and Exploited Children and Feld Entertainment.
» Working on next: The dedication and opening of the National Museum of the Marine Corps in Quantico on Nov. 11.
