Founded in 2000 , it is headed by its president , Gary Dixon . The organization launched its first campaign on November 9 , 2001 . The original start date was September 13 , 2001 , but it was postponed due to the September 11 attacks . The initial campaign appeared on about 10,000 billboards , signs and posters nationwide . The original message of the campaign was modified to include themes which recognized the state of the nation following the attacks . Specifically , the values of " unity " and " courage " were added with images of flags and firefighters . The campaign was created by copywriter Jay Schulberg and art director Bernie Hogya
September 11 attacks
September 11 attacks
The Foundation for a Better Life