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The First Call

The First Call

Times Square | April 23, 2026

Times Square
April 23, 2026

A national moment honoring funeral directors and the compassion, steadiness, and service they bring to families every day.

Why We Did This

For generations, funeral directors have carried communities through their hardest days

For generations, funeral directors have carried communities through their hardest days

They show up quietly.

On April 23, 2026, funeral directors from across America were recognized in Times Square through a first-of-its-kind public campaign designed to shine a light on the people who answer the first call.

15 Minute Times Square Takeover

15 Minute Times Square Takeover

143 Funeral Directors Featured Nationwide

18,000+ People Joined via Livestream

445K+ People Reached

8,750+ Social Reactions

Photo Gallery

Photo Gallery

Our Partners

Made possible with support from:

With special creative support from:

What's Next

This Was Only The Beginning

The response to The First Call was overwhelming. We’re already planning what comes next.

Want to participate in future campaigns, events, and national moments for the profession?

The response to The First Call was overwhelming. We’re already planning what comes next.

Want to participate in future campaigns, events, and national moments for the profession?

Join The List

Join The List