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Published on Sep 25, 2009
Stars from the four major broadcast networks ABC, CBS, FOX and NBC join together to encourage viewers to tune in to an unprecedented week of television, October 19 -25, as part of EIFs iParticipate national initiative to promote service and volunteering.
Simon Baker (CBS The Mentalist), Emily Deschanel (FOXs Bones), Eva Longoria Parker(ABCs Desperate Housewives), Julia Louis-Dreyfus (CBS The New Adventures of Old Christine), Masi Oka (NBCs Heroes), Michael Strahan (FOXs Brothers), Kate Walsh (ABCs Private Practice), and Rainn Wilson (NBCs The Office) are featured in the 30-second spot, which reinforces that great change begins with small choices and one decision to change leads to others. The spot ends by encouraging people to tune-in starting October 19 to find out how the networks are participating. The PSA was produced by filmmaker Jesse Dylan, with his agency FreeForm. It begins airing the week of September 28 on all four broadcast networks.
EIF is mobilizing the entire entertainment community around the ground-breaking, multi-year iParticipate campaign, which promotes a new way of thinking about service and seeks to persuade millions more Americans to volunteer regularly. As a centerpiece, the major broadcast networks and others will spotlight service through scripted programming, segments and PSAs with inspirational messages and storylines about volunteerism. More than 60 shows have signed up to participate.