Disney and Lucasfilm’s Star Wars: Force for Change charitable initiative is launching a brand-new #RoarForChange challenge in support of UNICEF.
From today through May 25, Star Wars: Force for Change will make a donation to UNICEF USA for each social media post that features a fan doing their version of Chewbacca’s famous roar. For each public post, like or share on Facebook, Instagram and Twitter that includes #RoarForChange, US$1 will be donated to the nonprofit organization (up to US$1 million).
Funds raised as part of the #RoarForChange challenge will be used to support UNICEF’s work to provide ready-to-use therapeutic food packages to children suffering from malnutrition.
The challenge kicked off with a video featuring the cast of upcoming film Solo: A Star Wars Story. Additionally, a park-wide exclusive event will be held tonight for fans attending Disneyland After Dark: Star Wars Nite. Guests at the Disney Store in San Francisco, meanwhile, will be able to meet Chewbacca and roar with him from May 4 to 6. Fans that participate in the challenge and post using #RoarForChange on social media in US Disney store locations will also receive a 10% discount off their Star Wars purchase.
Partners like LEGO, Hasbro and Funko are also participating in the challenge. LEGO, for example, is launching the first-ever Brick Millennium Falcon pedicab in New York, while Hasbro and Funko each created videos to unlock donations to UNICEF.
Star Wars: Force for Change has raised over US$16 million for charitable causes worldwide since it was founded in 2014.
Last month, the House of Mouse announced that a new anime-inspired Star Wars series would premiere on Disney Channel US this fall. The new show, Star Wars Resistance, will roll out globally on Disney XD following its US debut.