On April 15th, 2013, the eyes of the world turned to the Boston Marathon as tragedy engulfed a day of tradition and celebration. In the wake of the bombings, social media erupted as the nation turned to the Internet desperate to connect for more information, reassurance, and to check on friends and family. What to do during a tragedy such as the events that occurred at the Boston Marathon is always a delicate and difficult situation for the media.

 

While thoughts, prayers and condolences seemingly overtook social media sites, one of the most memorable and genuine responses came from an unlikely source- The Chicago Tribune. Plastered on the front page of the Sports section, The Tribune honored Boston by connecting both cities through their love and dedication of sports. In the world of sports, to cheer for the rival is unconventional and unheard of, but with over 11,000 likes, 12,000+ shares, and 700+ comments on Facebook alone, this ad seems to have struck a chord.

 

The effectiveness of this ad can be attributed to the fact that it was unique, simple, and genuine. This ad was authentic and heartfelt, connecting both cities in a way that has never been seen before. While inspiring displays of kindness and humanity continue to sprout up around social media and the nation, The Tribune’s ad proves how a simple, thoughtful message has the remarkable ability to bring people together.

 

Well done, Chicago!