More than 90 TV shows, from 30 Rock to Desperate Housewives, will showcase storylines featuring service and volunteerism in a wide-reaching initiative championed by Barack Obama and John McCain during the election. I Participate is the Hollywood-fueled initiative that’s becoming one of TV’s biggest public-service pushes ever. From Monday until October 25, audiences will be peppered with celebrity public-service announcements and will watch their favorite characters become wrapped up in volunteering narratives. Private Practice doctors will treat the homeless, Desperate Housewives’ characters will organize a neighborhood watch, and Kenneth from 30 Rock will volunteer at his local animal shelter. But the goal isn't to beat viewers over the head with the message, and the volunteering infusion is meant to be subtle. "As long as the messages are natural and organic to the shows, you have the ability to impact millions of people," NBC’s head of scheduling says.