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If you feel the sudden urge to go out and make a difference after watching TV this week, don't be surprised.

The Entertainment Industry Foundation (EIF), Hollywood's charitable arm, is launching "I Participate" this week - "a Hollywood-fueled initiative that's shaping up as one of TV's biggest, most innovative public service efforts ever." According to an article that ran previously on the initative:

"From [this] Monday to Oct. 25, ABC, NBC, CBS, Fox and several cable channels will devote chunks of more than 90 shows to mobilize viewers off their couches. Audiences will be peppered with celebrity public service announcements (PSAs), end-of-episode pleas from casts and volunteerism segments on reality shows, talk and news programs from The View to Today. But most I Participate messages will be more subtle, weaving motivational themes and dialogue into dozens of scripted sitcoms and dramas as plot points or character-driven story lines."

Call it product placement at its best with "making the difference" as its message.

The week culminates on Saturday, October 24, with USA WEEKEND's Make a Difference Day, a day on every fourth Saturday of October that is dedicated to celebrating neighbors helping neighbors. Last year, 3 million were mobilized to action in communities across the country.

Interested in participating in Make a Difference Day this Saturday? Click here for a guide to creating your own Make a Difference Day project. The Idea Generator tool is also useful for coming up with a plan.

After participating on Oct. 24, submit an entry form, so you will be counted among the millions of volunteers and be considered for an award, encourages USA WEEKEND"s Make a Difference Day website.