• by Sarah Mahoney  @mahoney_sarah, August 25, 2011

As the 10th anniversary of 9/11 approaches, marketers like the Home Depot, General Motors and American Express are struggling with the best way to connect with the tens of millions of consumers who will observe the day, without appearing to be either exploitive or insensitive.

The Home Depot is the latest, just announcing that its foundation is working with The Mission Continues and rock band 3 Doors Down to introduce a "Celebration of Service" campaign, an effort to enhance the lives of U.S. military veterans. The campaign kicks off on Sept. 11, and is scheduled to run through Veterans Day, addressing some 200 service projects that it says are directly aimed at "improving homes, facilities and community centers where veterans live and receive services."

Last month, the General Motors Foundation and Chevrolet donated $250,000 to the Travis Manion Foundation, to help increase participation around the country in the 9/11 Heroes Run. And companies like American Express, Chase and Best Buy are key supporters of the 9/11 Day of Service. That group, founded by families of 9/11 victims, reports that nearly 70% of Americans say they are interested in paying tribute somehow to the 10th anniversary.