Never Forget.

Those are the words engraved on one of the challenge coins produced by PinMart (asi/47150) honoring the people who lost their lives during the 9/11 terrorist attacks.

The phrase has become a message of solidarity for Americans across the country, 25 years after the events that shook the nation – and the world. The tragedy is etched in the memories of Americans old enough to remember it. Many recall exactly where they were and what they were doing when 19 terrorists associated with the Islamic extremist group Al Qaeda hijacked four commercial planes. Two were flown into the World Trade Center’s twin towers, causing both to collapse; another struck the Pentagon outside Washington, D.C.; and the fourth crashed in a field near Shanksville, PA.

In total, 2,977 people died in the September 11 attacks, including several hundred firefighters and first responders who helped rescue 30,000 people from the World Trade Center. Thousands more were injured and have suffered long-term health consequences as a result. The FBI deemed it the deadliest terrorist attack in American history.

September 11th 25th anniversary 3D challenge coin from PinMart/Creative House (asi/47150)

But despite the promise to Never Forget, more than a third of Americans today don’t recall the attacks. Some were not yet born, while others were too young to remember the events. That percentage will only continue to increase as time goes on.

Promotional products, however, promise to preserve this piece of the past. To honor the memory of those who died on 9/11, organizations, businesses and individuals alike are turning to commemorative objects, as well as merchandise created to support events and memorials, for this year’s 25th anniversary of the tragedy.

Preserving the Past

Over the last several years, a number of organizations, museums and monuments have been designated to protect and preserve the events of September 11. Among them is the aptly named 9/11 Memorial & Museum, located in lower Manhattan at ground zero, where the twin towers once stood. The museum opened to the public on May 14, 2014, after a ceremony attended by former President Barack Obama and a viewing period reserved specifically for victims’ families and first responders.

Today, the Memorial & Museum offers tours, school programming, lesson plans and resources for talking to children about terrorism. It also features rotating exhibitions and a collection of more than 83,000 artifacts, including objects, artworks and oral histories. Its store, which operates both online and at the museum, features hard goods and apparel based on the museum’s exhibits. For example, its Survivor Tree collection includes tasteful mugs, totes, hats, jewelry and keychains featuring the Callery pear tree that was found on ground zero in a severely damaged state during the recovery efforts following the attacks. The tree has since been nursed back to life and is now known as the Survivor Tree. Visitors to the museum can view the tree, which is now a living reminder of “shared strength and resilience in the face of tragedy,” according to the museum’s website. This year, the museum store is offering a special 25 Years Later collection that includes framed medallions, coins, patches and more.

Farther west, the Flight 93 National Memorial in Shanksville, PA, pays tribute to those who lost their lives on Flight 93 on September 11, 2001. After learning of the other attacks, passengers and crew members fought to retake control of the hijacked plane, preventing it from reaching its intended target: either the U.S. Capitol or the White House.

Part of the National Park Service, the site is home to the Wall of Names, a quarter-mile path that includes a wall of 40 marble panels with the names of those passengers and crew members. It also features a 93-foot-tall structure known as the Tower of Voices, holding 40 wind chimes that represent the voices of the 40 people on the flight.

The Tower of Voices at the Flight 93 National Memorial in Western Pennsylvania

Cary Heller, vice president of sales and partner at Keego Harbor, MI-based All USA Clothing (asi/30171), whose team designs and manufactures some of the hats, hoodies and T-shirts for the memorial, says it’s a job he doesn’t take lightly.

“It’s a huge honor to be trusted to commemorate such a tragedy, but in a way that people can remember it appropriately,” says Heller, whose team also designs the merchandise available at popular parks and monuments, such as Indiana Dunes National Park, Wright Brothers National Memorial, Sleeping Bear Dunes National Lakeshore and several others. “And it’s one of the accounts I’m most proud of, especially during an anniversary like this.”

The merchandise All USA Clothing supplies for the Flight 93 memorial features illustrations of the exhibits and experiences that make the park unique. One of its T-shirts, for example, features the three hemlock trees that were hit when the plane crashed. Other designs are based on the Wall of Names and the Tower of Voices.

But despite serving some of the nation’s most popular national park sites, Heller says Flight 93 is “the biggest one in terms of volume, in terms of selling what they purchase from us. When people go there, they buy things. We probably sell hundreds of thousands of T-shirts to that park alone every year.”

83,000+
The number of artifacts featured in the 9/11 Memorial & Museum’s extensive collection(9/11 Memorial & Museum)

Meanwhile, when it comes to commemorative promo around the 25th anniversary, PinMart President Mike Dominelli says lapel pins and challenge coins are growing quickly.

“Lapel pins are our largest seller because it’s a low-cost giveaway,” he says. “You can get those products in volume for around a dollar. They’re easy to buy in bulk and give away and include in packaging for events. However, the actual biggest growing segment for those types of products are challenge coins and keychains.”

Challenge coins, he adds, have grown in popularity across promo in general over the last three to five years. “They’re being adopted more by corporations for recognition and branding,” Dominelli explains. “So that’s probably why those types of products are also getting a good foothold in the commemorative market for 9/11.”

Dominelli would know – PinMart has been producing commemorative products since the immediate aftermath of the tragedy.

“We were doing a lot of fundraising and donations for events that were going on at that time,” he recalls. “It was quite moving to everyone in our business, because we were providing products that were in demand by a lot of people who had a connection to victims of the attacks. They shared so many stories with us, and it was a very emotional time for everyone.”

America250’s official 25th anniversary challenge coin from Valor Coins and Pins

America250, the national campaign celebrating America’s 250th anniversary of independence, has also released a challenge coin that “serves as a lasting tribute to the victims, first responders, military personnel and everyday heroes who answered the call,” according to the site’s product description. Designed and manufactured by veteran-owned supplier Valor Coins and Pins, the coin features the twin towers, the Pentagon and the Flight 93 National Memorial surrounded by a textured bald eagle design. It also features colorful emblems from FDNY, police and EMS. The official America250 logo is engraved on the back of the coin.

Dominelli, whose company also has licenses with the Department of Defense, says a lot of military branches use 9/11 commemorative products in their promotions for giveaways and memorabilia.

A custom commemorative $2 bill honoring the victims of 9/11, from The Matthew Mint (asi/69588)

Rick Frank of The Matthew Mint (asi/69588), a supplier that manufactures and sells custom coins, has developed several products that honor the lives lost on 9/11. Frank, a self-proclaimed coin enthusiast, founded the custom coin company in 2011. That same year happened to be the 10th anniversary of the terrorist attacks. He debuted a $2 bill inside a money holder featuring a customizable note, a print of the twin towers prominently shaping the NYC skyline, and the words “NEVER FORGET” above the date 9/11/2001. Other products from The Matthew Mint commemorating 9/11 include custom ornaments and coins.

Honoring Heroes

Today, several organizations are helping to honor the legacies of the first responders who lost their lives in the line of duty – and promo offers an opportunity to turn these memories into something meaningful, tangible and long-lasting. 9/11 Day, for example, is a national campaign to “reclaim” the day by calling on volunteers to give back. This year, the campaign asks 50,000 volunteers across 50-plus U.S. cities to pack 18 million meals for people facing hunger. The organization was co-founded by David Paine and Jay Winuk to honor the legacy of Attorney and Volunteer Firefighter Glenn Winuk, with a mission to turn September 11 into a day of service. The campaign website features the co-founders wearing matching T-shirts bearing the 9/11 Day pledge. It also includes a brand tool kit so that those who want to start their own campaigns locally can create merchandise and other marketing materials.

“It’s a huge honor to be trusted to commemorate such a tragedy, but in a way that people can remember it appropriately.” Cary Heller, All USA Clothing (asi/30171)

Tunnel to Towers Foundation is another organization created to honor one of 9/11’s fallen heroes – Firefighter Stephen Gerard Siller, who also lost his life in the line of duty on 9/11. The foundation has raised over $1 billion and has provided thousands of mortgage-free homes and housing assistance to homeless veterans. It hosts hundreds of events through its National Run, Walk and Climb series, which encourages participants to exercise for a cause. Those who fundraise for these events receive promotional products that increase in quantity and value as more money is raised. The foundation’s online shop also features a 25th anniversary collection, including remembrance bands, hats, T-shirts and pullovers.

Winuk and Siller were among the hundreds of firefighters who sacrificed their lives trying to save others. According to the New York Fire Department, FDNY volunteers and personnel facilitated the safe evacuation of more than 25,000 people, marking one of the largest rescue operations in U.S. history.

The FDNY also has a 9/11 25th anniversary collection. Whether it’s a S’well stainless-steel water bottle or a black and gold cufflink featuring the New York City skyline and the words “Never Forget,” the merchandise is designed to be a meaningful tribute to the people who sacrificed their lives and their health for the safety of others.

Part of its 9/11 25th anniversary collection, FDNY’s black and gold cufflinks highlight the New York City skyline and the now-widely recognized phrase “Never Forget.” (photo courtesy of FDNY)

Selling With Sensitivity

For Matthew Olivari, president of Gulf Islands Promotion (asi/556102), doing promo for 9/11 commemorative events is personal.

“I was living in the Northeast when the attacks occurred, and that day changed my life forever,” he tells Counselor. “It ultimately inspired my son to join the United States Marine Corps. Even after 25 years, the memories remain as vivid and powerful today as they were in 2001. Now, more than ever, we need to come together – not only as neighbors and communities, but as Americans.”

Gulf Islands Promotion is the official T-shirt sponsor for this year’s Women of Wisdom Gulf Coast WOW Honors event. Each year on September 11, a dedicated group of volunteers delivers meals to fire stations, police departments and other first-responder locations throughout the Mississippi Gulf Coast.

“It’s a meaningful way to express our gratitude to the men and women who stand ready to protect and serve us,” Olivari says.

There’s a lot of emotion tied to the events of 9/11, especially for those who lost loved ones on that day 25 years ago. When creating commemorative products for 9/11, Dominelli says it’s important for businesses to be sensitive to the varying experiences and emotions that may come up during this time.

One way brands can do this, he notes, is to avoid putting their logos on any 9/11-related promo.

“About 75% of PinMart’s 9/11 commemorative products don’t include the name of the brand that’s paying for it or giving it out,” he says. “Companies are using 9/11 in a way to not necessarily brand themselves, but to commemorate events and give back to the community. When people ask us about co-branding, we try and advise them not to combine the 9/11 commemorative logos or anything like that with a brand logo because it does display a little bit of distaste in a lot of people’s mouths.”

Heller of All USA Clothing, for his part, says Flight 93 has a series of guidelines suppliers must abide by when coming up with designs.

A few of the designs All USA Clothing (asi/30171) has created for the Flight 93 National Memorial

“You can’t show a crash site or an airplane, for instance,” he explains. “You have to be very, very sensitive to the subject matter, what you’re talking about and how you’re expressing that through the art.”

When executed thoughtfully, promotional products can honor the victims of 9/11 and educate future generations about the day’s historical significance, helping ensure that we never forget.