DC Entertainment, home of some of the greatest super heroes, today unleashed a giving campaign to help fight the hunger crisis in the Horn of Africa. A multi-million-dollar commitment over the next two years by partners Warner Bros. Entertainment and Time Warner will feature DC Entertainment’s Justice League characters, including Superman, Batman, Wonder Woman, Green Lantern, and The Flash, issuing a call to action, and matching 100 percent of the donations.
[Editor’s Note: The ‘Heroes’ video at the bottom of the page plays automatically, but has a pause button]
The “We Can Be Heroes” campaign was announced at a press conference today by company presidents in New York and will support the efforts of three humanitarian aid organizations working in Africa — Save the Children, International Rescue Committee and Mercy Corps.
The campaign premiered a 2-minute video describing the region amid its worst drought and famine in over 60 years, with 13 million in need of critical assistance and 250,000 facing starvation currently in Somalia. The charities were chosen for their track records of delivering immediate, effective food aid and medical efforts in Africa.
The promotional exposure across all of Time Warner’s advertising platforms (Warner Bros., Turner Broadcasting, Time Inc., HBO) will generate millions of consumer views and raise awareness of this crisis worldwide.
“We are a global company, and this is a global issue,” said Barry Meyer, Chairman & CEO, Warner Bros. “We hope we’re able to inspire others to join us in becoming ‘heroes’ and make a difference in the Horn of Africa.”
Fans can buy tee shirts, coffee mugs and iPhone covers bearing the slogan “We Can Be Heroes” next to the beloved superheroes in silhouette against the African continent. 50 percent of the purchase price goes to fight hunger.
The Justice League characters were chosen by DC Entertainment both for their global recognition as well as their demonstration of strength in unity and numbers. Each of these characters is a super hero in his or her own right, but when they band together they become an unstoppable force for good and right in the universe — a key message of the We Can Be Heroes campaign. While many individuals may feel powerless to effect change on their own, as part of a global campaign such as this, their efforts, combined with those of other donors, can create a world of change.
WATCH the video below, or visit the website to donate or buy gear: WeCanBeHeroes.org.