Something that has long bothered me about superhero comics and their fans (and very often their creators) has been how disconnected the industry is from doing anything that isn't completely self-interested. Its an oddity of superhero fandom that this genre, which began with the concept of someone using their talents altruistically so infrequently seems to capable of leveraging the ideals of their characters in either their own business or in public dealings.
Of course the media-saturated generation of which I suppose I am a part has decided the way to help is to become a costumed crime-fighter/ person who wears a costume and parades around (aka: The Reals) instead of just cutting a check to the Red Cross.
The only person I have personally met who has merged the two ideas is Austin's Jarrett Crippen, aka: The Defuser, who used his win on Stan Lee's Who Wants to be a Superhero? to promote his charity work with groups like Scare for a Cure.
Well, DC Entertainment apparently has signed on to work with a program called We Can Be Heroes that is an umbrella project to work with several groups fighting hunger in the Horn of Africa. You can see the site, but be aware that music will play automatically (and, curiously, not the Bowie song).
Giving now will mean DC Entertainment will match your donation by 100%. I tip my hat.
Yes, cynically you can say that DC is looking to promote their characters, but whatever the case, they are trying to do something other than just turn a dollar. Its a step toward remembering that these are characters who represent goodwill and assistance for others, and that you don't just punch away every problem. If putting Superman and Aquaman on a coffee mug is what it takes to promote awareness and drive funding for the organization, I'm all for it.