We Can Be Heroes - Warner Bros. Entertainment and Save the Children, International Rescue Committee and Mercy Corps
In the summer of 2011, the Horn of Africa suffered the worst drought in 60 years. The UN called the situation the “worst humanitarian disaster in the world,” with 12 million hungry in Ethiopia, Somalia and Kenya. Without adequate media coverage and lacking influential individuals to champion this cause, humanitarian organizations struggled to generate the volume of donations needed to effectively respond to the crisis.
Enter the Justice League. DC Entertainment, in collaboration with Warner Bros. and Time Warner divisions, partnered with Save the Children, International Rescue Committee and Mercy Corps to create the We Can Be Heroes campaign —a two-year giving campaign featuring the iconic Justice League super heroes— to raise awareness and funds to fight the hunger crisis 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, which translated powerfully to print, as seen in this example.