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NBC launches new philanthropic endeavor

'A More Colorful World' to begin Friday

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.

In conjunction with Friday’s debut of reality skein “School Pride,” the 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, adding that the goal is 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.

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