NBC's do-good "Parenthood" promotion

As part of its “Parenthood” launch campaign, NBC has tied in a public service campaign for the Boys and Girls Clubs of America.

Deemed “The Parenthood Project,” the Peacock is asking viewers to complete the sentence “Parenthood is...” via homemade videos, 20 seconds or less. Participants can then upload the messages on a special website tied to the initiative, or send in text responses via Twitter.

For every individual who submits a response, network said it will donate $20 to the Boys and Girls Clubs’ Family Strengthening Initiative. (NBC is capping its donation at 5,000 entries -- or $100,000.)

NBC has tapped a wide variety of stars and personalities to participate, including Brian Williams, Amy Poehler, cast members from “The Office” and “Community,” and reality stars from Bravo and Oxygen, among others.

The cast of “Parenthood” and exec producer Ron Howard (who explains the initiative, above) also take part.

“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 NBC Entertainment marketing prexy Adam Stotsky.