DC Entertainment announced today a multi-million dollar campaign to raise money to fight the hunger crisis in the Horn of Africa, one that would leverage their iconic superhero characters across several platforms. This two-year initiative, called "We Can be Heroes," will feature members of the Justice League and be released across Warner Bros. and Time Warner businesses.
Jeff Robinov, president of Warner Bros. Pictures Group, said at the press conference this morning: "The fact that we’re able to take what we do and use it to raise awareness—and inspire action—around a cause as important as this is gratifying. With the support of the entire Studio and our Time Warner sister companies, this campaign, like the DC Comics super heroes, will make a great impact on an important issue."
We Can Be Heroes will support three charities working in Africa to relieve the famine: Save the Children, International Rescue Committee and Mercy Corps. Advertising across Time Warner and Warner Bros. businesses such sas HBO, Time, and Turner Broadcasting will increase awareness of the crisis and drive audiences to the We can Be Heroes website, where they can make a donation.
Diane Nelson, president of DC Entertainment, explained why the core Justice League members -- including Superman, Batman, Wonder Woman, Green Lantern, The Flash, Cyborg and Aquaman -- were ideal to promote awareness of this campaign:
"The members of the Justice League are an international team of super heroes beloved by a broad range of fans, including men and women, young and old. This makes them the perfect ‘spokescharacters’ for this campaign. Their dedication to social justice and commitment to band together to defend the helpless brilliantly supports the ideals of the We Can Be Heroes campaign. The hunger crisis in the Horn of Africa is something we can reverse if we all work together."