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[personal profile] icon_uk posting in [community profile] scans_daily

DC announce a new charitable campaign

This will be 100% snark free, as it seems a worthy and deserving campaign!





DC Entertainment, home of the world’s greatest super heroes, today unveiled an unprecedented giving campaign to fight the hunger crisis in the Horn of Africa. This multi-million-dollar commitment over the next two years will be supported across all Warner Bros. Entertainment’s and Time Warner’s businesses and feature DC Entertainment’s iconic Justice League characters, including Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg, issuing the call to action, “We Can Be Heroes.” The announcements were made at a press conference today in New York by Barry Meyer, Chairman & CEO, Warner Bros.; Jeff Robinov, President, Warner Bros. Pictures Group; and Diane Nelson, President, DC Entertainment.

We Can Be Heroes will support the efforts of three humanitarian aid organizations working in Africa—Save the Children, International Rescue Committee and Mercy Corps—as part of the global effort to fight the current hunger crisis in the Horn of Africa. The region is suffering its worst drought and famine in over 60 years, with 13 million in need of critical assistance and 250,000 facing starvation in Somalia alone. Each partner organization was chosen for its track record of effective and expeditious humanitarian aid efforts in Africa.

We Can Be Heroes will be supported via promotional exposure across all of Time Warner’s divisional advertising platforms (Warner Bros., Turner Broadcasting, Time Inc., HBO), generating millions of consumer impressions and creating crucially needed awareness of this crisis worldwide. Save the Children, International Rescue Committee and Mercy Corps will equally share a corporate donation of at least $2 million over the next two years comprised of cash donations, employee matching funds and consumer matching funds.

“Warner Bros. has a long history of corporate philanthropy and outreach, and this campaign proudly continues that tradition,” said Meyer. “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.”

The Justice League characters were chosen by DC Entertainment both for their global recognition as well as their demonstration of strength in unity and numbers. The campaign’s graphic identifier features the iconic Justice League characters—Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg—outlined in silhouette against the African continent. Each of these characters is a super hero in his or her own right, but when they band together as the Justice League, they become an unstoppable force for good and right in the universe—a key message of the We Can Be Heroes campaign. While many individuals may feel powerless to effect change on their own, as part of a global campaign such as this, their efforts, combined with those of other donors, can create a world of change.

A key launch element of We Can Be Heroes is the campaign’s website, www.WeCanBeHeroes.org. Here, consumers can make donations which DC Entertainment will match 100 percent (up to $1 million in donations), purchase specially branded merchandise, with 50 percent of the purchase price going to fight the hunger crisis via We Can Be Heroes, sign up for newsletters and updates, and join the We Can Be Heroes online community. The site will also feature information on each of the partner organizations and updates on current conditions in the Horn of Africa.

Kudos DCE, I may not agree with all your choices, but this one I have to applaud.

Date: 2012-01-23 11:50 pm (UTC)
q99: (Default)
From: [personal profile] q99
Sounds good to me :)

Date: 2012-01-24 03:24 am (UTC)
shadowpsykie: Information (Default)
From: [personal profile] shadowpsykie
i keep hearing that song in my head.....

Date: 2012-01-24 04:33 pm (UTC)
biod: Cute Galactus (Default)
From: [personal profile] biod
There's nothing wrong with David Bowie stuck in your head.

Date: 2012-01-24 06:03 am (UTC)
sigmund_droid: (Default)
From: [personal profile] sigmund_droid
Better than trading marvel comics in...

Date: 2012-01-24 06:28 am (UTC)
From: [personal profile] sleepymax
Good on DC.

On a related note, I totally thought that was Lex standing on the far right.

Date: 2012-01-24 02:17 pm (UTC)
eyz: (Default)
From: [personal profile] eyz
Now, that's something I like to see coming from DC. Much better than the silly war between DC and Marvel or other such marketing ploys... *cough new logo*

Date: 2012-01-25 11:03 pm (UTC)
blackruzsa: (Default)
From: [personal profile] blackruzsa
Oh this'll be sweet :)

Date: 2012-01-26 09:29 am (UTC)
superfangirl1: (Default)
From: [personal profile] superfangirl1
This is great and awesome. Good DC.

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