Today, DC Entertainment, home of the world's greatest super heroes, 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 issuing the call to action, "We Can Be Heroes." The announcements were made at a press conference today in New York by Jeff Bewkes, Chairman and CEO, Time Warner Inc.; 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 the worst drought 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. DC Entertainment will match 100 percent (up to $1 million).