US: Warner Bros teams with GenerationOn for Scooby-Doo 'Doo Good' campaign - Licensing.biz

US: Warner Bros teams with GenerationOn for Scooby-Doo 'Doo Good' campaign

Families across the US can channel the spirit of Scooby-Doo to demystify the world of social good by focusing on three key initiatives over the year: saving the environment, fighting hunger and animal welfare.
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Scooby Doo and the Mystery Inc gang are inspiring families to do good in their communities with the new initiative, Scooby-Doo ‘Doo Good’.

Warner Bros. Consumer Products has partnered with GenerationOn, the youth division of Points of Light, to create the campaign that will encourage kids and their parents to create change in their local communities.

Families across the US can channel the spirit of Scooby-Doo to demystify the world of social good by focusing on three key initiatives over the year: saving the environment, fighting hunger and animal welfare.

Warner Bros and GenerationOn have also teamed to launch 35 new Kids Care Clubs across the nation, funding start-up grants to support kids and adult mentors to participate in service opportunities. $500 grants will be given to clubs that participate in at least two of the key project themes for the year.

“With a character like Scooby-Doo that parents love and kids can relate to, this is an invaluable connection when looking for ways to make something meaningful for today’s kids,” said Maryellen Zarakas, senior vice president of franchise management and marketing for Warner Bros Consumer Products.

“By presenting the complexities around social responsibility through engaging programming, we believe Doo Good offers a platform that is easy to understand and easy to activate – and allows us to contribute to helping create the next generation of socially conscious fans.”

Launching alongside the campaign will be the dedicated platform, ScoobyDooGood.com, which will serve as home base for parents to learn about the campaign.

“By engaging children in service early on, they begin to lead a civic life, which in turn helps to create a civic culture,” said Tammea Tyler, vice president of GenerationOn.

“Partnering with an iconic brand like Scooby-Doo allows youth to get excited about service, and find ways to participate in a variety of important topics.”

Doo Good will kick off the campaign nationwide with the initiative Save the Environment, on April 15 , leading into Earth Day on April 22.

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