The iconic Justice League characters from DC Entertainment are embarking on a new quest and calling fans to action with the “We Can Be Heroes” campaign. The Flash, Aquaman, Batman, Superman, Wonder Woman and Cyborg are fighting famine in Africa and want fans to do the same.
Warner Bros. Entertainment and Time Warner’s businesses are supporting a multi-million-dollar commitment over the next two years to fight the hunger crisis in Africa. In Somalia alone, 13 million people are in critical need of assistance and over 250,000 are facing starvation. The region is in critical need of support because it is facing the worst drought it has seen in over 60 years. Some celebrities have called what people in the Horn of Africa are going through “the worst food crisis of the century.”
Super Heroes are much needed in this fight against famine. The “We Can Be Heroes” campaign that features DC Entertainment’s Justice League characters will support three leading humanitarian organizations – Save the Children, International Rescue Committee, and Mercy Corps. Each organization will equally share a corporate donation of at least $2 million over the next two years, according to Look to the Stars. The funds will be comprised of cash donations, employee matching funds and consumer matching funds.
Through the Super Hero campaign donors will have their donation matched 100% by DC Entertainment (up to $1 million). Another element of the campaign is the branded merchandise being sold to raise funds in the fight against famine. T-shirts, mugs, water bottles, and iPhone cases are designed with the “We Can Be Heroes” graphic, a silhouette of the Justice League characters (Batman, Cyborg, Wonder Woman, Superman, Green Lantern, the Flash and Aquaman) against an outline of Africa, and 50 percent of the purchase price will go to fight hunger in Africa.
Barry Meyer, CEO of Warner Bros., said of the campaign idea, “Warner Bros. has a long history of corporate philanthropy and outreach, and this campaign proudly continues that tradition. We are a global company, and this is a global issue. By marshalling our expertise in consumer and fan engagement and creating global awareness, we hope we’re able to inspire others to join us in becoming ‘heroes’ and make a difference in the Horn of Africa.”
Those who contribute to the campaign can follow the progress and groundwork being done by the non-profits fighting the famine in Africa by signing up for newsletters and joining the online community of fans.
Dr. Jill Biden, a woman who is well aware of the crisis in Africa and who has been active in raising awareness about the crisis, said of the DC campaign, “This is a tragic situation affecting millions and millions of people. Everyone has the ability to be a part of the solution and efforts such as We Can Be Heroes help bring us closer to that goal. I commend the efforts of DC Entertainment, Warner Bros. and other organizations who are using their global reach to help raise awareness of the crisis.”