DC Comics parent DC Entertainment has announced the launch of We Can Be Heroes, a humanitarian effort to address the hunger crisis in the horn of Africa, with plans to raise $2 million for three aid organizations working in the region. The program will be supported by promotional segments across the entire range of Time Warner programming and feature iconic DC Comics' characters.
We Can Be Heroes will raise the money to support the work of three humanitarian organizations--Save the Children, International Rescue Committee and Mercy Corps—struggling to provide relief to a region in the wake of a devastating drought and subsequent famine. More than 13 million people in the region are at risk of starvation.
The program will reach out to consumers for donations, which will be matched by DC Entertainment 100% (up to a $1 million). Consumers can make donations and buy special merchandise (50% the purchase price will go to the We Can Heroes campaign). The program has launched a website, WeCanBeHeroes.org, where consumers can make donations, sign up for newsletters, get updates and more information about the program and the three organizations.
Promotions for We Can Be Heroes will across all of Time Warner programming including Warner Bros., Turner Broadcasting, Time Inc and HBO. The promotions will feature the Justice League, the iconic team of DC Comics heroes that includes Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg. The new program was launched at a press conference in New York with Barry Meyer, chairman & CEO Warner Bros., DC Entertainment’s parent company; Warner Bros. Pictures Group president Jeff Robinov; and DC Entertainment president Diane Nelson.
“We are a global company, and this is a global issue,” Meyer said. “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.”