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By Ishbel Macleod, PR and social media consultant

January 24, 2012 | 2 min read

DC Entertainment has launched a campaign to support three humanitarian aid organizations in Africa, entitled ‘We Can Be Heroes’.

Featuring characters from the Justice League, the campaign to support Save the Children, International Rescue Committee and Mercy Corps will be promoted across all of Time Warner’s divisional advertising platforms, such as Warner Bros., Turner Broadcasting, Time Inc. and HBO.

The campaign’s graphics features Justice League characters Superman, Batman, Wonder Woman, Green Lantern, The Flash, Aquaman and Cyborg outlined in silhouette against the African continent, alongside the new DC logo.

As part of the campaign, a website has also been launched where the public can donate or purchase specially branded merchandise, with half of the price going to fight the hunger crisis via We Can Be Heroes, with DC promising to match donations up to $1m.

Diane Nelson, president of DC Entertainment, said: “Warner Bros. has a long history of corporate philanthropy and outreach, and this campaign proudly continues that tradition.

“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 members of the Justice League are an international team of super heroes beloved by a broad range of fans, including men and women, young and old. This makes them the perfect ‘spokescharacters’ for this campaign.

“Their dedication to social justice and commitment to band together to defend the helpless brilliantly supports the ideals of the We Can Be Heroes campaign. The hunger crisis in the Horn of Africa is something we can reverse if we all work together. I’m proud and grateful we’re able to harness the power and standing of the DC Comics brand and iconic characters as well as for the support from both Warner Bros. and Time Warner that has allowed us to pursue this unprecedented initiative.”

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