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# How 9/11 became a “teachable moment”
- URL: https://capitolcommunicator.com/how-9-11-became-a-teachable-moment/
- Published: 2026-09-11T15:50:48.000Z
- Updated: 2026-09-11T16:28:05.000Z
- Author: Debra Silimeo
- Tags: Insights, #wp-top-right-sponsored, #Import 2026-10-08 18:56

**9/11 was my first day back in the office after cancer surgery.** I was finally feeling good enough to get dressed and go to my downtown DC office – about two blocks from the White House. Back to normal, I thought. 

I had a huge TV in my office, and everyone came in to watch what was happening in New York City; and then, here.

People were leaving downtown. The streets were gridlocked. There was no getting out right now. The weird thought that I would survive three rounds of cancer but possibly die when they hit more Washington targets did come to me. 

The heroism of those who worked so hard on 9/11 raised awareness of the fact that firefighters risk their lives to save others every day. 

I proposed to our client, the US Fire Administration, that we seize this “teachable moment” to urge people to take steps to prevent a leading cause of firefighter death: most fatal fires – residents and firefighters- occur in homes without working smoke alarms. By having a working smoke alarm, you can get out, and they don’t have to come in to rescue you. 

We brainstormed an approach, and a young account executive came up with the winning creative: the voice of a child, saying, my dad is a hero. He goes into places normal people want to get out of. He rescues families. But the best thing he can do is come home.” An announcer then asked people to do their part to get out by having a working smoke alarm. The spots were simple, but powerful. (There was a “mom’’ version, and Spanish language version, too.)

We launched the campaign, Tribute to Heroes, at the National Press Club. We invited Olympic medalist Lea Ann Parsley to speak. She was Ohio’s Firefighter of the Year, carried the World Trade Center flag in the opening ceremony of the 2002 Olympics, and won Silver in women’s skeleton. She shared how fractions of seconds make a difference in the Olympics, and in fighting fires. 

At the end of his remarks, USFA Administrator **David Paulison** asked every firefighter in the room to come to the podium for a salute. It was a powerful moment. 

All over the country, the response was incredible. The TV PSA alone generated airplay worth over $10 million. NBC and ABC put it in rotation. The market targeted video news feed generated almost 300 local TV news stories. The most rewarding part was that firefighters all over the country loved them. USFA offered local departments the opportunity to customize the spots with their own logos. We heard from so many. 

If even one life was saved by people moved to install or check their smoke alarms, I hope we were able to do something meaningful in the wake of this unspeakable tragedy.

 **Please share your 9/11 remembrance in the comments.** 
**This is a community for communications professionals,** 
**and we carry that day in our hearts.**