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New York City has made itself some celebrity friends, and for the third summer in a row they are going to be out and about encouraging New Yorkers to volunteer.

New York Cares was founded by a group of friends who wanted to take action against the serious social issues facing the Big Apple. Their goal was to meet pressing community needs by mobilizing caring New Yorkers in volunteer service – and this continues to be their mission today. They bring vital volunteer support to more than 850 nonprofit agencies, public schools and other deserving organizations throughout the five boroughs of New York, and help nearly 400,000 disadvantaged New Yorkers every year.

The organization has just launched their celebrity advertising campaign – which features Whoopi Goldberg, Jimmy Smits, Alec Baldwin, and Penny Marshall in a series of posters and ads throughout the city – in a bid to coax more people into giving up their time to help others.

“One of our long-term goals is for everyone to know New York Cares and support what we stand for — that all New Yorkers can make our city stronger by helping their neighbors in need,” said Colleen Farrell, Senior Director of Marketing and Communications. “To help us get the word out, we approached New York celebrities who care deeply about our city. We are grateful to Whoopi Goldberg, Jimmy Smits, Alec Baldwin and Penny Marshall for their support of this year’s campaign.”

The ads will appear in subways, phone kiosks, taxis, billboards, and in popular magazines and newspapers including The New York Times, Elle D├ęcor, Martha Stewart Living, US News & World Report, TIME, and The New York Observer.

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