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Exclu: NBC launches ‘Colorful’ new philanthropic campaign

NBC is increasing its philanthropic endeavors with the launch of “A More Colorful World,” a year-round initiative geared to the hues of the Peacock.Color

In conjunction with Friday’s debut of reality skein “School Pride,” network will kickstart “My School Pride,” a grass-roots campaign for parents, teachers and community leaders looking to improve their children’s schools.

“A More Colorful World” will focus on six philanthropic areas organized around the six colors of the net’s peacock logo — community, youth, health, diversity, culture and environment. Campaigns will include on-air interstitials, national pubic service announcements, devoted landing pages on NBC.com, educational materials and various community outreach events.  

“ ‘A More Colorful World’ will allow us to channel all of our philanthropic efforts,” said NBC Universal Television Entertainment chairman Jeff Gaspin. “Utilizing all of our platforms at NBC, we hope to shed light on a variety of deserving causes and make a lasting difference in the lives of those in need.”

Move is a way to centralize much of the network’s ongoing philanthropic causes, many of which are done on a show-by-show basis. For example, “30 Rock” has worked with Kidney Now, “Parenthood” has teamed with the Boys and Girls Club of America and “The Biggest Loser” engages with Feeding America.

The net will also continue to run its “The More You Know” campaign, a series of corporate public service initiatives.

“Our primary focus is to do good, but doing good in today’s world is not enough,” said NBC marketing topper Adam Stotsky. “We’re a business and a brand, and it’s incumbent upon us to entertain, but we want to deliver value to the culture.”

Added Rebecca Marks, exec VP of publicity: “This truly is an important initiative for all of us at NBC and a wonderful way to utilize all of the great assets of the network to give back to the community,”

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