The Do It Now Initiative
In Loving Memory of Matthew Keenan
On August 14, we lost our Vice President and dear friend, Matthew Keenan, in a tragic car accident. He was 100% not at fault. He was only 35.
In the days following Matt's passing, something became painfully clear: many people at his wake shared regrets, messages they had meant to share but never did. One friend said their last interaction had been an argument. Others simply wished they had told Matt how much he meant to them.
That realization inspired us to create the Do It Now Initiative. This isn't just a tribute to Matt. It's a mission. A movement. A chance for people to act on something they might otherwise put off until it's too late — saying the thing that matters, before it's too late to say it.
How It Works
At EOP events — and eventually, we hope, at festivals, schools, and community gatherings everywhere — guests will find a simple, striking red mailbox. We provide everything:
- A card
- An envelope
- A pen
- A stamp (if needed)
- A quiet space to write
Guests are encouraged to write a heartfelt message to someone in their life. It could be a thank you. An apology. Or just a simple "I love you." They place the letter in our red mailbox, and EOP delivers it to the post office the next day.
Why a Red Mailbox?
Just days before his death, Matt was excitedly working on plans for a new laser show themed concept: The British Invasion. As part of that idea, he was going to travel to England and personally find and inspect a real black taxi cab — a one-of-a-kind photo prop for our events. As a skilled mechanic, this hands-on adventure was right up his alley.
He never got the chance. But to honor his vision, we've decided to invest in props Matt would have loved. We've purchased four authentic UK red mailboxes from an antique shop in South Carolina. They've become the first physical symbols of the Do It Now Initiative: eye-catching, interactive, and emotionally powerful.
In the future, we hope to add authentic red phone booths. That way, guests can also choose to make a meaningful phone call in the moment.
We have created a logo and bought a website (www.ididitnow.com) where people will be able to share the stories of what transpired with their Do It Now Experience.
A Living Legacy
The Do It Now Initiative is:
Mission-driven
Reminding people not to wait to say what matters
Cost-effective
No power or water required; one person can manage the station
Scalable
Easy to bring to schools, towns, churches, or festivals
Shareable
The red mailbox is a built-in photo op that draws attention and spreads the message
We believe this initiative is something Matt would have been proud of. It carries his spirit of being practical, caring, and creative. If the idea spreads, we will gladly help other communities and schools set up their own mailboxes and phone booths. Our message is simple:
Life is unpredictable. Don't wait. Do it now.
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