In partnership with NFDA, Tribute Technology, and Homesteaders, the campaign invites the profession to share its voice on a national stage
New York, NY — [April 2, 2026] — Chptr, the company restoring community memorial announcements to America’s most trusted local media platforms, today announced the launch of “The First Call,” a national public service campaign honoring funeral directors as essential, community-first professionals.
To mark the launch, Chptr will host a 15-minute digital billboard takeover in Times Square on April 23, featuring funeral directors from across the country and bringing long-overdue visibility to the role they play in communities every day.
The campaign is presented in partnership with the National Funeral Directors Association (NFDA), Tribute Technology, and Homesteaders, and will extend beyond Times Square through a coordinated national effort across television, radio, and digital platforms.
When communities face their hardest moments, they know who to call. First responders arrive. Care begins. And often, a funeral director is there next, guiding families through loss with steadiness, compassion, and professionalism.
Yet, despite the depth of this work, the profession is rarely seen or understood by the public.
“The First Call” is designed to change that.
“This campaign is about recognizing the people who show up when it matters most,” said Rehan Choudhry, Founder and CEO of Chptr. “Funeral directors serve families in their most difficult moments with care, dignity, and humanity. We believe it’s time that service is seen, understood, and honored on a national stage.”
The Times Square activation will serve as the opening moment of a broader storytelling initiative, offering a closer look at the people behind the profession, and the moments that shape how they serve families.
The creative is intentionally simple and dignified, centered on a clear message of gratitude:
To the ones we call in our hardest hour, thank you.
An Open Invitation to the Profession
Chptr is inviting funeral directors, embalmers, and death care professionals across the country to participate in the campaign. Participation can be as simple as submitting a short video or photo, with selected participants featured in Times Square and across the national campaign. Those interested in being included can reach out directly at timessquare@chptr.com for submission details.
“This is not a promotional campaign. It’s a cultural one,” Choudhry added. “It’s about giving something back to a profession that gives so much, often without recognition.”
In addition to national visibility, participants may be featured across broadcast, radio, and digital media as the campaign continues to expand in the months ahead.
About Chptr
Chptr is a community storytelling company helping funeral homes bring modern memorialization to the families they serve. Through its Broadcast, Social, and Video offerings, Chptr transforms photos and memories into video tributes that reach thousands through trusted local media platforms. The company partners with funeral homes and media organizations across the United States, coordinating directly with families to keep workflows simple while extending care beyond traditional channels. Chptr ensures every story is shared with dignity, reaching the communities who knew and loved them.
For more information or to participate in the campaign, contact: timessquare@chptr.com.To view a teaser video of the event, please visit https://vimeo.com/1179364109.
