Matthew McConaughey in PSA Promoting Service to Veterans and Military Families

PSA Supported By Major League Baseball and Welcome Back Veterans

LOS ANGELES, Oct. 5 /PRNewswire/ -- Actor Matthew McConaughey appears in a new
public service announcement that encourages giving back to veterans and
military families who have given so much in service to our country. The spot
is one of a series of PSAs to be launched this fall on all major broadcast
networks - ABC, CBS, Fox and NBC - as part of the Entertainment Industry
Foundation's iParticipate national initiative to promote volunteerism and
benefit the Major League Baseball-launched and supported Welcome Back Veterans
(www.welcomebackveterans.org).

In the 30 second spot, McConaughey visits with veterans, service men and women
and their families to pay his respect to their service while reminding us we
can say thank you in so many ways. "It's our duty to serve veterans and
military families who serve their country in the most difficult ways
imaginable," McConaughey says in the PSA. "Let's honor their service with
ours."

Produced by filmmaker Jesse Dylan with his agency FreeForm, the PSA emphasizes
that small acts of kindness make a big difference in the lives of military men
and women and their families. The PSA was developed with support from Major
League Baseball (MLB) and its Welcome Back Veterans program, which has teamed
with iParticipate to help veterans returning from service in Iraq and
Afghanistan and their families with treatment for Post Traumatic Stress
Disorder (PTSD) as well as job opportunities, to raise funds and volunteer
support.

"With Major League Baseball teaming with the entertainment industry and stars
like Matthew McConaughey, we are confident that our collective voice will help
create a groundswell of support for our returning Veterans," said Baseball
Commissioner Allan H. (Bud) Selig. "I hope this program can demonstrate to
the brave men and women who serve our country that we respect their sacrifices
and honor their bravery."

EIF is mobilizing the entire entertainment community around the
ground-breaking, multi-year iParticipate campaign, which promotes a new way of
thinking about service and seeks to persuade millions more Americans to
volunteer regularly. As a centerpiece, the major broadcast networks and
others will spotlight service through scripted programming, segments and PSAs
with inspirational messages and storylines about volunteerism. More than 60
shows have signed up to participate.

Other elements of EIF iParticipate initiative include:

-- a dedicated website iParticipate.org, designed to make it easier than
ever before for millions of Americans to find volunteer opportunities
in
their local communities across five key areas of service: Children and
Education, Community Health and Wellness, Financial Security,
Environmental Conservation, and Support for Veterans and Military
Families. The website features calendars of events, maps, digital
tool
kits and uses the power of social networking vehicles like Facebook,
making it simple for individuals not only to volunteer, but to recruit
friends to join them;
-- a series of celebrity-driven public service announcements that will
reinforce the importance of volunteerism and supporting causes like
Welcome Back Veterans. Blythe Danner, Gwyneth Paltrow, Morgan Freeman
and Faith Hill are among the performers featured in the PSAs.

-- grants from the Entertainment Industry Foundation to key volunteer
organizations to help build capacity to accept, train and deploy
volunteers.

iParticipate was recently launched in New York's Times Square. EIF was joined
by New York City Mayor Michael R. Bloomberg and 15 mayors from around the
country, numerous celebrities, including Ashton Kutcher, Tyler Perry, Tim Daly
(ABC), Christine Baranski (CBS), Randy Jackson (FOX), Michelle Trachtenberg
(NBC), among others, and key service groups to launch the initiative.

The rate at which Americans volunteer regularly has not increased in 40 years
and has generally remained around 26%, according to a survey conducted by the
U.S. Bureau of Labor Statistics. Nearly half of all people who currently
volunteer started because they were asked by someone they know.

Boasting a diverse resume actor and producer Matthew McConaughey has earned a
wide array of credits working with some of the industry's top actors and
directors. His film credits include Dazed and Confused, A Time to Kill,
Contact, Amistad, U-571, The Newton Boys, EdTv, The Wedding Planner, How to
Lose a Guy in 10 Days, Failure to Launch, Sahara and Ghosts of Girlfriends
Past.

In addition to his film career Matthew also takes the time to give back. In
2008 he started the just keep livin Foundation which is dedicated to helping
boys and girls transform into men and women through programs that teach the
importance of decision making, health, education, and active living.

The just keep livin Foundation has partnered with Communities in Schools in
West Los Angeles to implement fitness and wellness programs in two large,
urban high schools. CIS is the nation's largest, non-profit, dropout
prevention organization. We know through the amazing work CIS does for
underserved students throughout the nation, and in our community, that we can
make a difference in keeping students and helping them graduate. Through the
just keep livin afterschool program we give these kids a healthy start in life
and the promise of a healthy future. www.jklivinfoundation.org

About Major League Baseball / Welcome Back Veterans
Launched by Major League Baseball and created by New York Mets Chairman and
Chief Executive Officer Fred Wilpon, and a group of private citizens, Welcome
Back Veterans support veterans returning from Iraq and Afghanistan by
addressing the PTSD needs of the veterans and their families as well as
providing job opportunities. Major League Baseball, in partnership with the
McCormick Foundation, has raised money through auctions on MLB.com, sales of
special stars and stripes logoed caps that have been worn by all 30 clubs, and
other fund raising activities. To date, Welcome Back Veterans has awarded
$5.8 million in grants to 24 non-profit agencies providing service and
assistance to returning veterans. Welcome Back Veterans has teamed with the
University Hospitals of Wiell Cornell Medical Center in New York, the
University of Michigan and Stanford University, to develop a series of
national clinics to treat PTSD in returning veterans and their families. Visit
www.welcomebackveterans.org.

About the Entertainment Industry Foundation
The Entertainment Industry Foundation, a 501(c)(3) organization, is the
leading charitable organization of entertainment industry, and has distributed
hundreds of millions of dollars to support programs addressing critical
health, education and social issues. Visit www.eifoundation.org or
www.iParticipate.org.

SOURCE Entertainment Industry Foundation

Maurine Slutzky of Entertainment Industry Foundation, +1-213-240-3923,
mslutzky@eifoundation.org