NBC Nightly News anchor Brian Williams is joining a clutch of frustrated journalists and educators worried that today’s youth are growing up news-free, obsessed with social media but unplugged from what makes the world tick.

Williams, tops in the evening news broadcasts, surprised organizers of an effort to engage students with news by providing a two-minute public service announcement in which he frets that “news isn’t even in the lives of almost a third of young adults, that they are essentially growing up news-free.”

His support, revealed to the Washington Examiner, could buoy the upcoming National News Engagement Day on Oct. 7 when colleges and high schools around the country plan to urge students to pay attention to world events.

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