×

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.

More Biz

  • Alan Horn Bill Tanner

    Alan Horn to Keynote Variety Business Managers Elite Breakfast, Bill Tanner to Be Honored

    Bill Tanner will be recognized with Variety’s 2019 Business Managers Elite Award at the annual Business Managers Elite Breakfast presented by City National Bank, which takes place in Beverly Hills on Nov. 13. Co-chairman and chief creative officer of The Walt Disney Studios Alan Horn will be the keynote speaker in conversation with Variety editor-in-chief, [...]

  • Smoke haze covers the Sydney Harbour

    Australia's Seven West to Merge With Affiliate Prime Media

    Australia’s Seven West Media has agreed a deal to acquire regional broadcast group Prime Media. The move is a further step in the consolidation of Australia’s traditional media industry. The two companies announced on Friday that Seven will make the acquisition entirely through the issue of new shares to the owners of Prime. Both companies [...]

  • Ron Meyer

    Ron Meyer Files $10 Million Suit Over Forged Rothko

    NBCUniversal Vice Chairman Ron Meyer has filed a $10 million suit against two art dealers, claiming they sold him a forged Mark Rothko painting in 2001. Meyer accuses Susan Seidel and Jaime Frankfort of duping him into buying the work. According to the suit, he was told that it would be included in an official [...]

  • Former movie producer Harvey Weinstein (L)

    Harvey Weinstein Seeks to Call Expert on 'Recovered' Memories at Rape Trial

    Harvey Weinstein’s attorneys are seeking to call an expert on “recovered memories” at his trial on rape and sexual assault charges. The defense has filed a motion asking to call Deborah Davis, a psychologist and professor at the University of Nevada at Reno. Davis is a frequent defense witness. She co-authored an article in 2006 [...]

  • Tekashi 6ix9ine Docuseries Coming From Showtime

    Tekashi 6ix9ine Docuseries Coming From Showtime and Rolling Stone

    Showtime Documentary Films today announced a new limited docuseries profiling controversial rapper Tekashi 6ix9ine. Titled “SuperVillain” and inspired by the Rolling Stone feature written by Stephen Witt, the three-part series will trace how a New York City deli clerk named Daniel Hernandez became superstar rapper Tekashi 6ix9ine — who racked up 2.6 billion streams and [...]

  • Fader Label Logo

    Fader Label Signs Two New Acts, Boosts Staff

    The Fader Label, home to Clairo, Matt and Kim and others, announced two new signings today along with three new hires on its staff. Charlie Burg and Zachary Knowles have joined the label’s talent roster, while Carson Oberg has come aboard as general manager, Yasmine Panah as project manager and Josh Hymowitz as label coordinator. They [...]

More From Our Brands

Access exclusive content