What were these nuns doing on a billboard in Times Square last weekend?

Their special message was displayed in honor of National Nonprofit Day.

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One of the lesser known national celebrations just happened on August 17 — National Nonprofit Day. This 24-hour period is set aside annually to honor and encourage the impactful work of nonprofits around the globe, and Five Tier (the New York-based company that controls much of the billboard content) celebrated the day last week by allowing dozens of nonprofits to advertise in the world-famous Times Square. Among the groups celebrated were the Sisters of Bon Secours, USA, a Catholic religious congregation dedicated to healing and spiritual ministry.

The sisters chose the messages, “Be kind,” “Be good help” (the English meaning of the community’s name, Bon Secours), and “Envision a loving world” to be displayed. Vocations Director Sr. Pat Dowling said, “We are participating in the day not only to share our message, but to celebrate the selfless work of other nonprofits who give of themselves every day to improve the lives of others as well as the environment.”

“We spend the majority of our lives helping big brands sell their wares,” a representative from Five Tier said. “Our team felt it was important to begin giving back to those who work so hard to make the world a better place.” In a consumerist culture that often offers more bad than good, repurposing the advertising to spread messages of hope and service are a fitting way to remind us what is truly important (even if it’s just for a day).