HBO and its hit series Game of Thrones have partnered with the International Rescue Committee (IRC) to launch a 'Rescue Has No Boundaries' campaign in support of those suffering in the global refugee crises.
The initiative is being led by Lena Headey – known for her role as Cersei Lannister – and features cast members such as Sophie Turner, Maisie Williams, Nikolaj Coster-Waldau, Liam Cunningham, DeObia Oparei, John Bradley, Tom Wlaschiha, Eugene Simon and Oona Chaplin.
The black and white online spot sees the actors encouraging donation and is being amplified with the hashtag #RealmToTheRescue, in a nod to Game of Thrones’ Seven Kingdoms.
A dedicated microsite has also been set up as part of the campaign. Here consumers can enter to win fan experiences, including access to the season six premiere and after party, with a $10 donation.
Omaze, an experience-driven fundraising platform, is providing the competition mechanism.
Richard Plepler, chairman and chief executive of HBO, said: "Our longstanding support of the IRC comes from a deep respect for the humanitarian work they do and a fundamental understanding of their mission to get much needed relief to millions of refugees displaced throughout the world.
"On behalf of the HBO employees and talent associated with Game of Thrones who graciously donated their time and resources to this effort, we are honoured to join the IRC in this partnership at a time of great need around the world."
David Miliband, president and chief executive of the IRC, added: "Our partnership with HBO and Game of Thrones, which premiered around the same time the war in Syria began, hopes to galvanize the general public to take action and rise up for refugees."
HBO is currently activating Game of Thrones at SXSW in Austin, whereby attendees can add their digital selfies to the Wall of Faces and pose on the Iron Throne.