Jimmy Kimmel doesn't quite understand Chelsea Clinton's new project, but he's helping get the word out, nonetheless.
He sat down with the former first daughter on his late night talk show to help launch Serve a Year -- an initiative that encourages young people to dedicate one year to service, benefiting a variety of causes in the process.
Kimmel played along in a promotional video that aired on Monday night as the initiative's out-of-sync co-promoter.
"Remember, there's no 'I' in 'service,'" he quipped to viewers.
Serve A Year -- launched as a partnership between advocacy group ServiceNation, the Clinton Foundation and several service organizations and entertainment brands -- aims to inspire millions of Americans to dedicate time helping education-focused causes, like boosting literacy and increasing graduation rates, according to its website.
Dedicating time to service isn't completely selfless, as Clinton pointed out, as the experience will "provide a real pathway for employment for young people."
"The real idea behind Serve a Year is that -- just like we all talk about where we went to high school or where we went to college -- young people in America could talk about where they did their service," Clinton explained to Kimmel.
The campaign will focus on promoting service to millennials in a variety of ways. It will, for instance, work with entertainment partners to incorporate service into television story lines. ServiceNation, which has spent the last year "laying the foundation" for Serve A Year's launch on Monday, touts a recent episode of of ABC's "Melissa & Joey" that featured a character joining AmeriCorps. The initiative will also create PSAs promoting its mission to be shared online, as well as work with celebrities on social media to encourage young people to serve.
According to Zach Maurin, executive director of ServiceNation, there's much room for improvement when it comes to young people participating in service-oriented causes. It's not because they don't want to, Maurin explained to BuzzFeed in 2013, but rather because they aren't aware of the opportunities at hand.
“Last year there was a record number of applications: 582,000 for 80,000 positions,” he said. “Everyone was excited because that’s a record, but it’s actually a really, really small percentage of millennials. So while that’s exciting, and it’s a great story to tell Congress, it’s actually a really small number -- especially given unemployment among young people. So we think that’s a great indicator the awareness is not there.”
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