Opportunity: Commemorate 9/11 by paying tribute to New York City firefighters and those who made the ultimate sacrifice.

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Insight: Express our sincerest appreciation for the men and women who fearlessly heeded the call that fateful day by sharing the strength and hope their sacrifices have inspired in all of us and for generations to come.

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Solution: Enlist children from all 5 boroughs to celebrate NYC firefighters through song. Capture director's interviews with the children and firefighters. Create a documentary in memoriam. Then promote the children's version of Empire State of Mind on iTunes, with all proceeds going to the NFF. A cause State Farm has vehemently supported since its inception.