NEW YORK 23 Jan 2012 - The International Rescue Committee is joining forces with DC Entertainment's We Can Be Heroes campaign, which aims to help millions of people suffering the effects of drought and famine in the Horn and East Africa.
The multi-media campaign will use the world renowned and iconic super heroes, Superman, Batman, Wonder Woman and others, to raise public awareness about the ongoing humanitarian crisis in the Horn and East Africa and support the critical aid efforts of three organizations working in the region— the International Rescue Committee, Save the Children and MercyCorps.
“The effects of the devastating drought and famine in the East Africa and Horn will be felt for years to come, and that is why the We Can Be Heroes campaign is so timely and valuable," said George Rupp, president of the International Rescue Committee, at the campaign’s launch event in New York. "In creative and compelling way, this initiative will keep a spotlight on dire needs, engage the public in a cause that must not be forgotten, and contribute to effective aid programs that are saving lives and helping people recover."
The We Can Be Heroes campaign is to be promoted across all of Time Warner’s platforms, including DC Entertainment, Warner Bros. Entertainment and Time Inc. The companies involved commit to donating $2 million over the next two years and seek to raise additional funds from the public to be equally distributed among the three partner organizations.
According to DC Entertainment, Justice League characters were selected for this campaign because they symbolize strength in unity.
“Many individuals feel powerless to effect change on their own,” the company said in a statement issued today. “As part of a global campaign such as this, their efforts, combined with those of other donors, can create a world of change.”
The IRC launched an expansive response to the drought crisis in Somalia, Kenya and Ethiopia -- with programs that provide medical care, food, clean water, sanitation, protection for vulnerable women and girls and economic recovery assistance for families who lost their livelihoods.
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