NBC Lines Up Stars for ‘Parenthood’ Push

Network pairs up with Boys and Girls Club to turn a marketing push into a fundraiser

Last Updated: February 9, 2010 @ 5:22 PM

NBC is trying to do good with a new promotional effort for upcoming drama "Parenthood."

The network has launched a website that lets viewers posts photos, texts and videos than answer the question, "Parenthood is…." For every submission, NBC plans to give $20 to the Boys & Girls Clubs of America (though the final sum could be capped if this thing goes way viral).

To help kick things off, NBC has recruited "Parenthood" executive producer Ron Howard to offer his take on the question, along with the stars of numerous NBC Universal series. Already up: videos from Brian Williams, Joel McHale, Creed Bratton, Tori Spelling, Amy Poehler and Patti Stanger.

We’re fond of this video from "Parks and Recreation" stars Aziz Ansari and Rashida Jones (full release after the clip):


NBC has teamed with Boys & Girls Clubs of America’s Family Strengthening Initiative — a campaign committed to providing resources to families — to launch The Parenthood Project (www.parenthoodproject.com), a collective effort that asks stars and consumers to dialogue about what parenthood means to them today. For the first 5000 individuals who complete the sentence, "Parenthood is…," on the site, NBC will make a 20 dollar financial donation to the Family Strengthening Initiative.

Talent participating in The Parenthood Project include the stars and executive producers of many of NBC’s programs, including: Ron Howard, Peter Krause, Lauren Graham, Craig T. Nelson and Mae Whitman (NBC’s new series "Parenthood"), NBC News’ Brian Williams and David Gregory, Joel McHale and Ken Jeong ("Community"), Robert Knepper ("Heroes"), Michelle Trachtenberg ("Mercy"), Leslie David Baker, Brian Baumgartner, Creed Bratton, Kate Flannery, Ellie Kemper, Angela Kinsey and Phyllis Smith ("The Office"), Amy Poehler, Rashida Jones and Nick Offerman ("Parks and Recreation"), Tom Papa ("The Marriage Ref"), Tori Spelling and Dean McDermott (“Tori & Dean: Home Sweet Hollywood”), Mel B, Lisa Ann Walter and Shayla Hudson Williams (Oxygen’s "Dance Your Ass Off"), Patti Stanger (Oxygen’s "The Millionaire’s Club"), Bill Powers (Bravo’s "Work of Art") and Bob and Courtney Novogratz (Bravo’s "9 By Design").

"The Parenthood Project and our partnership with The Boys and Girls Clubs of America will provide insight into contemporary views on parenting and the broad concept of parenthood," said Adam Stotsky, President, NBC Entertainment Marketing. "This effort is a sociological study which elevates our overall marketing campaign to another level and allows for stars and viewers to come together on this relatable, important and universal topic."

"Parents and caregivers are the primary sources of influence for children and often determine how they experience life," said Jose Cruz, Boys & Girls Clubs of America’s director, Family Strengthening. "The Parenthood Project furthers our efforts to reach beyond our walls to support families in order to promote the success of our young people."

The "parenthood is…" statement can be from the perspective of a parent, aunt, uncle, daughter or son. Running :20 seconds or less in length, submissions should celebrate and showcase the many facets of family life, whether they be emotional, serious, witty or fun. Entries can also be made in a text format – 10 words or less – or by submitting a photo. Participants do not need to be parents. For further details, please visit www.parenthoodproject.com.

The primary goal is to compile a robust list of stars and everyday people who share their "parenthood is…" statements — and ultimately increase understanding of what parenthood means today. In addition to submitting entries at www.parenthoodproject.com, users will be able to submit statements via Twitter by using the hash tag #parenthoodis and at Parenthood Project booths located in the lobby of New York and Los Angeles area movie theaters the weekends of February 12 and 19.