In true Bruce Wayne fashion, DC Entertainment, alongside all of Warner Bros. Entertainment, have announced the extension of their philanthropic arm to aid the Horn of Africa with the We Can Be Heroes initiative.

DC is actually doing something that’s really important with this. Those of us in the public see companies announce several goodwill initiatives all the time, but very rarely do they offer anything out of their profits or funding — instead, they simply use their names to bring attention to problems across the globe. They talk about a problem in a small country or the specific area of a continent, and expect you to give your money with no donations from them at all. They simple take their contribution as bringing out the information. But this is making an actual difference. For all donations made through We Can Be Heroes, DC and Warner will match each donation 100 percent. Sure companies do this all the time also, but as a cynic, I’m pleased to see this take place. But that’s just at launch. We Can Be Heroes is doing much more to help the area.

The philanthropic efforts will cover three separate organizations helping out in the Horn of Africa. Save The Children, International Rescue Committee, and Mercy Corps will be splitting a minimum of two million dollars over the next two years, which is broken up between cash donations, employee matching funds, and consumer matching funds. And if you’re curious why Warner Bros would be using the Justice League as the graphic to push forth this effort, well, it’s pretty simple actual: the Justice League inspires heroic behavior and they’re global icons!

If you’re curious, you can head over to DC’s official website and check out some more information about their humanitarian efforts and see some pictures from their press conference. Honestly, this is a great initiative that Warner Bros is pushing through, so go to We Can Be Heroes and give what you can. Also, you can check out their video and even more information about the involved parties.