NBC, Boys & Girls launch 'Parenthood' project

Stars from 'Community,' 'Heroes,' 'Office' will participate

In an effort to promote its new dramedy series "Parenthood," NBC is teaming with the Boys & Girls Clubs of America's to launch "The Parenthood Project."

Talent from NBC Universal shows including "Community," "Heroes," "The Marriage Ref," "Mercy" and "The Office" will participate in the initiative, which includes on-air spots talking about parenting, and an online drive that will raise money for Boys & Girls Clubs' Family Strengthening Initiative.

For the first 5,000 viewers who complete the sentence "Parenthood is..." at parenthoodproject.com, NBC will make a $20 donation to the Family Strengthening Initiative.

"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."