NBC, Boys & Girls Clubs team on Parenthood Project

LOS ANGELES (AP) – For a good cause, NBC stars including Amy Poehler and Peter Krause and anchorman Brian Williams are weighing in on what parenthood means to them.

The network has joined with the Boys & Girls Clubs of America in a campaign intended to promote discussion about parenthood and raise funds for the group’s Family Strengthening Initiative.

For each person who finishes the sentence "Parenthood is … " for submission at the Web site, The Parenthood Project, NBC will contribute $20 to the initiative. The network, which launched the site Tuesday, said it’s committed to donating $100,000.

Poehler, who stars in the NBC comedy "Parks & Recreation," concluded that parenthood is "something funny happening every day," while Williams called it "as rewarding as anything in life."

NBC isn’t being entirely altruistic: The network has an upcoming series, "Parenthood," and is weaving promotion of the show in with the campaign.

The hourlong drama, based on the 1989 movie of the same name, debuts 9 p.m. EST on March 2. Its ensemble cast includes Krause, Lauren Graham, Craig T. Nelson and Bonnie Bedalia.

NBC is passionate about the series and wants to generate interest in it, but also saw a chance to "achieve our goals and do some good along the way" by teaming with Boys & Girls Clubs, said Adam Stotsky, president of NBC Entertainment Marketing.

The group’s Family Strengthening Initiative includes a March 2 Web-based symposium designed for parents and caregivers.

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NBC is owned by General Electric Co.