On Inauguration Day, January 20, 2009, the Theory Icon Project launched a three-month celebration of a changing America. Serve Your Country invited everyone to participate in the future of our democracy, to take up some of the issues facing our nation, and inspire people to get out and make a difference.

Serve Your Country included an in-store program featuring a "community board" inspired installation with information on a variety of organizations that work to improve EDUCATION, the ENVIRONMENT, HEALTH and POVERTY in our country. The boards display information from national to grass-roots organizations informing all of us of the various ways that we can get involved in our community, and inspire change.

Because in Theory, change starts with you.