×

DC Comics, WB team for charity

Superhero campaign to fight hunger in Africa

DC Comics and parent Warner Bros. have embarked on an unusual multimillion-dollar, two-year campaign to fight hunger in the Horn of Africa using images of iconic superheroes and promoted across all Time Warner divisions.

Justice League characters Superman, Batman, Wonder Woman, Green Lantern, the Flash, Aquaman and Cyborg will be hallmarks of the “We Can Be Heroes” campaign, its dominant image their figures outlined in silhouette against the African continent. The muscle of Warner Bros., Turner Broadcasting, Time Inc. and HBO will stand alongside in “creating crucially needed awareness of this crisis worldwide,” the companies said.

“This campaign goes straight to the heart of our core competency, as Warner Bros. and DC Entertainment both have a rich legacy of telling socially relevant, compelling stories with characters embraced by global audiences,” said Jeff Robinov, prexy of Warner Bros. Pictures Group.

DC and Warner will work with three key humanitarian groups as partners. Over the next two years, Save the Children, International Rescue Committee and Mercy Corps will equally share a corporate donation of at least $2 million, comprised of cash donations, employee matching funds and consumer matching funds.

“The members of the Justice League are an international team of superheroes beloved by a broad range of fans, including men and women, young and old. This makes them the perfect “spokescharacters’ for this campaign,” said Diane Nelson, prexy of DC Entertainment.

A key launch element of We Can Be Heroes is the campaign’s website, WeCanBeHeroes.org, where consumers can make donations that DC Entertainment will match 100% (up to $1 million), purchase branded merchandise, and join the We Can Be Heroes online community.

Popular on Variety

More Biz

  • Led Zeppelin Stairway to Heaven

    Department of Justice Backs Led Zeppelin in ‘Stairway to Heaven’ Copyright Case

    The U.S. Department of Justice has weighed in on the next big music copyright case on the horizon following the Katy Perry “Dark Horse” decision, and taken Led Zeppelin’s side in the long-running copyright dispute that pits the writers of the group’s anthem “Stairway to Heaven” against the publishers of the earlier song “Taurus” by [...]

  • Harvey Weinstein

    Harvey Weinstein Prosecutors Make Last-Minute Move to Bolster Case

    The Manhattan D.A.’s office is making a last-minute bid to strengthen its case against Harvey Weinstein, who is set to be tried next month on charges of rape and sexual assault. Prosecutors notified the court on Tuesday that they will seek a new indictment. The D.A.’s office wants jurors to hear from Annabella Sciorra, the [...]

  • Jeffrey Epstein

    Jeffrey Epstein's Autopsy Rules That He Died by Suicide

    Jeffrey Epstein’s death earlier this month has been ruled a suicide by hanging. The New York Times reported on Friday that the city’s medical examiner has officially made the ruling six days after Epstein was found dead in his jail cell at the Metropolitan Correctional Center in Manhattan. According to the Times, which cites a [...]

  • America Ferrera Eva Longoria

    America Ferrera, Eva Longoria and More Sign Letter to Latinx Community: 'We Will Not Be Broken'

    America Ferrera, Eva Longoria and more have signed a letter published in several media outlets on Friday standing in solidarity with the Latinx community. In response to the heightened tension surrounding President Trump’s immigration agenda, the El Paso shooting that targeted Latinx people and the ICE raids in Mississippi, the letter addresses the language used [...]

  • Research Firm Screen Engine/ASI Acquires TicktBox

    Screen Engine/ASI Acquires TicktBox, an Entertainment Marketing and Ticketing Startup

    Screen Engine/ASI, a market research firm that specializes in focus-group testing of movies and TV pilots, has acquired ticktBox, which operates a digital marketing and ticketing platform used by movie distributors, exhibitors, and TV networks. Terms of the deal, which closed Aug. 9, weren’t disclosed. With ticktBox, SE/ASI will have one of the largest databases of [...]

  • NEW YORK, NEW YORK - AUGUST

    Eric Reid, Jemele Hill – and Colin Kaepernick? - Take Jay-Z to Task Over NFL Partnership

    When news of the presumably lucrative entertainment and social-justice deal between Jay-Z’s Roc Nation and the NFL leaked on Tuesday, initially there was a surprising lack of public reaction or outcry. But after a press conference where Jay and NFL commissioner Roger Goodell officially announced the deal at Roc Nation’s New York offices yesterday — [...]

More From Our Brands

Access exclusive content