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.