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Pay It Forward 9/11 Invites All To Participate in 11 Days of Kindness Sept. 1-11, 2023

May 24, 2023

NEW YORK/AUSTIN Tx. (May 24, 2023) – The 21st annual Pay it Forward 9/11 campaign is underway, inviting groups, businesses and individuals to share their commitment to acts of kindness on an online map and start planning their “11 Days of Kindness” (September 1st-11th) activities to remember one of America’s darkest days in US history. Each year, leading up to the anniversary of 9/11, people are encouraged to perform three random acts of kindness for strangers for #11DaysOfKindness.

Created in tribute to the compassionate people of small towns in the island province of Newfoundland and Labrador, Canada, Pay It Forward 9/11 was started in 2002 by an airline passenger stranded there, wondering if others would do the same where they lived.

“We all said we would never forget,” said Kevin Tuerff, president and founder of Pay it Forward 9/11. “Our 11 Days of Kindness campaign is just one way to honor those killed in 2001 on 9/11, and also the heroes who volunteered with acts of compassion, much like what I experienced when my 9/11 Trans-Atlantic flight was diverted to an island province in Canada. Thousands of unexpected airline travelers were provided basic necessities of food, clothing and shelter for five days in those small Canadian towns.”

Ways you can pay it forward:

  1. NEW: Buy one or more “Kindness Cards for Kids” packs on the website (, and donate them to your local school, house of worship, scout troop, or other community organization.

  2. Write thank you notes to first responders, healthcare heroes, active duty military or other essential workers.

  3. Using your credit card, step in to buy a tank of gas for a stranger at the gas pump.

  4. When you visit Starbucks, offer to purchase the beverage for the person behind you in line and see if the idea sticks around for others.

  5. At a restaurant or bar, ask the wait staff to pick up the tab from a nearby table of strangers for you to buy. In the bill holder, insert a “Smile you’re the recipient of a random act of kindness” card.

Share your kindness story by registering on our website ( and then posting a related photo of your Pay it Forward 9/11 action on your social media channels, using #PayitForward911 and #neverforget so we can share.

The 21st anniversary of Pay it Forward 9/11 is generously supported by the writers of Come From Away musical and by Dell Technologies, Tito’s Handmade Vodka and Gallin & Son. Sponsorships are still available for 2023.

Learn more at or on the organization’s Facebook, Instagram, TikTok or YouTube sites to be inspired by others with additional Pay it Forward inspiration.


Note: Pay it Forward 9/11, Inc. is a nonprofit organization registered in the State of New York, and is a 501(c)3 organization registered with the Internal Revenue Service. Contributions are tax deductible. For additional questions or partnership ideas, email

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