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Posted at 12:30 PM ET, 01/23/2012

DC Comics launches massive hunger-crisis campaign for Africa

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DC’s HEROES ARE are urging the rest of us to be heroes to combat the hunger crises in the Horn of Africa.

DC Entertainment and parent Time Warner have just launched a two-year, multi-platform, multimillion-dollar campaign called “We Can Be Heroes.”

The campaign, announced Monday at a New York press conference, will feature such Justice League characters as Superman, Batman, Wonder Woman, Aquaman, Green Lantern, Cyborg and the Flash (those seven superheroes appear in silhouette in the “We Can Be Heroes” logo). The campaign will be promoted through all Time Warner divisional advertising platforms: Warner Bros., Turner Broadcasting, Time Inc. and HBO.

“We Can Be Heroes” will work with the humanitarian groups International Rescue Committee, Mercy Corps and Save the Children, which 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,” the press release says.

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As DC Entertainment notes, the Horn of Africa “is suffering its worst drought and famine in over 60 years, with 13 million in need of critical assistance.”

“This is a tragic situation affecting millions and millions of people. Everyone has the ability to be a part of the solution and efforts such as We Can Be Heroes help bring us closer to that goal,” Dr. Jill Biden — who visited refugees in Kenya in August to help raise awareness — said in a statement. “I commend the efforts of DC Entertainment, Warner Bros. and other organizations who are using their global reach to help raise awareness of the crisis.”

By  |  12:30 PM ET, 01/23/2012

 
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