A new television ad campaign featuring the family members of 9/11 victims has succeeded in garnering what 9/11 activists have lacked for years: serious treatment in the mainstream media.

Granted, that media was Fox News host Geraldo Rivera, who in a former iteration ran a Jerry Springer-like daytime talk show. That and, the last time Rupert Murdoch’s conservative-tilted television channel seriously talked about issues pertaining to 9/11, they were calling for a public official’s resignation over a signature on one of the “9/11 truth” petitions.

Still, at the end of his serious-yet-brief treatment of questions surrounding the collapse of World Trade Center 7 (WTC 7, pictured), Rivera admitted that the activists had made him “much more open minded” about questions surrounding 9/11.

Rivera spoke in response to an ad playing in 30-second bytes on screens all around New York City, which does not focus on conspiracy theories. It does not feature hip-hop beats in the background or winded, red-faced protesters dressed in black shouting at reporters. It doesn’t even mention President George W. Bush, former Vice President Dick Cheney or the systemic failures in America’s air defenses.