In preparation of the release of Solo: A Star Wars Story, Disney and Lucasfilm have launched the #RoarForChange charity campaign, where fans can raise money for UNICEF simply by doing a Chewbacca impression. Han Solo's beloved Wookiee co-pilot has been a staple of the franchise since A New Hope debuted in 1977, appearing in seven of the films to date. And while Chewie has just been a background figure in the sequel trilogy, he looks to have a substantial role in Solo. The prequel will detail, among other things, how Han and Chewbacca met. Their dynamic has been an integral part of the marketing campaign, with footage showcasing fun interactions.
Since Chewie is one of the stars of Solo, it comes as no surprise the studio is using the character to help make a positive difference in the world. Over the past few years, Lucasfilm has put together several Force for Change charity campaigns, calling upon the legions of Star Wars fans to donate money for several excellent causes. For the latest iteration, there's a fun twist: roar like a Wookiee.
Today, Lucasfilm released a video to announce the campaign (watch it above). From now until May 25, Facebook, Twitter, and Instagram users can post videos of their Chewie roars using the hashtag #RoarForChange. For every post, like, or share on those platforms, Force for Change U.S. will donate $1 to UNICEF USA, up to $1 million. If one would rather not do an impression of the Wookiee, other options to participate include wearing Hasbro's famous electronic Chewbacca mask or creating a Dubsmash of the Wookiee's most recognizable sounds. For more information, visit forceforchange.com.
Lucasfilm's licensing partners are also getting in on the fun. LEGO is bringing a Brick Millennium Falcon pedicab to New York City to raise awareness for the initiative. Additionally, fans will have an opportunity to roar with Chewbacca in Bryant Park on May 4. Funko and Hasbro shared celebratory videos to help unlock donations to UNICEF. Funds from this particular campaign will go towards Ready-to-Use Therapeutic Food packets for malnourished children. Rajesh Anandan, senior vice president of UNICEF ventures, expressed enthusiasm for #RoarForChange, which captures the "spirit of Chewbacca."
It's great to see Lucasfilm use the popularity of Star Wars to help improve the lives of those in need. Since Force for Change was created in 2014, the various initiatives have raised more than $16 million collectively, and that number will only go up in the next handful of years. After Solo, there's Episode IX, Rian Johnson's new trilogy and the standalone series from David Benioff & D.B. Weiss, which provide plenty of new opportunities for Force for Change to give back to the community.
- Solo: A Star Wars Story (2018) release date: May 25, 2018
- Star Wars 9 / Star Wars: Episode IX (2019) release date: Dec 20, 2019