You might notice a common theme running throughout your favorite prime time shows this week. The Entertainment Industry Foundation has mobilized the entertainment community around a groundbreaking initiative designed to inspire a new era of service and volunteerism. According to its website, this multi-year campaign, called “iParticipate,” hopes to make service a part of who we are as Americans and show what we can achieve when we all pull together.

As a centerpiece for this initiative, EIF has enlisted major broadcast networks including ABC, CBS, FOX, and NBC for an unprecedented, week-long television event beginning Monday, October 19. Tune in seven days and nights of television to watch how your favorite TV shows and personalities shine a light on the power of community service.

As for me, I was excited to hear that a couple of my favorite shows had signed on to highlight volunteering this week, like Jimmy Kimmel Live, where Jimmy will volunteer for Habitat for Humanity. On Parks and Recreation this week, the episode will involve KaBoom, a group that builds playgrounds and other recreational spaces. On The Biggest Loser, contestants will volunteer at the Los Angeles Regional Food Bank.

Here at Southwest Airlines, we also participate! Southwest Airlines has encouraged Employees across the country to volunteer in their local communities. In fact, Southwest integrates a volunteer opportunity for Employees at every city opening for local Employees. You’ll recall the last cities we opened were Minneapolis/St. Paul, Boston, New York, and coming soon...Milwaukee!

For Minneapolis, Employees collected more than 2500 pounds (over a ton, literally) of canned chili for Second Harvest Heartland—an organization that distributes more than 41 million pounds of food and grocery products annually in Minnesota and western Wisconsin. In Boston, Employees worked with Boston Cares and The Container Store to refresh The Curtis Guild School in East Boston. For New York, Employees worked with New York’s Department of Parks and Recreation to beautify Flushing Meadows Park in Queens. Next week, in Milwaukee, we’ll be in our favorite home away from home, the local Ronald McDonald House, painting pumpkins and entertaining the guests with Halloween-themed games and fun.

Take a look at some pics below from the events or visit southwest.com/cares to learn more about how Southwest Airlines is striving to make a positive difference in the communities we serve.

I hope you’re inspired by your favorite celebs (and airline) this week to find a cause that makes you want to participate, too!