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Posted: Thurs., Sep. 10, 2009, 3:18pm PT

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EIF launches I Participate

Call goes out for volunteers

By SAM THIELMAN

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The Entertainment Industry Foundation Thursday launched the I Participate program to promote volunteering nationwide. At the same Times Square press conference, a coalition of 17 mayors from around the country, including Gotham's Michael Bloomberg, announced the dovetailing Cities of Service volunteer drive.

Main event for I Participate will be a weeklong stream of PSAs and scripted programming on ABC, CBS, Fox and NBC running Oct. 19-25. Talent from each net also participated in the announcement, as well as Broadway and film celebs including Bernadette Peters and Tyler Perry.

Participating programs include ABC's "The View," CBS' "CSI: Miami" and "CSI: NY," Fox's "So You Think You Can Dance" and NBC's "30 Rock" and "Today."

Beyond raising awareness, I Participate will administer grants to volunteer orgs.

"Most people know that volunteering can have an enormous, positive impact on their communities, but they often don't realize how much volunteering benefits the person who does it," said EIF prexy-CEO Lisa Paulsen.