SILVER: 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 campaign earned more than 45 million social media impressions and this video was a centerpiece.