Lucasfilm Announces Star Wars ‘Roar for Change’ Campaign

Lucasfilm officially announced today the Roar for Change campaign, which is a global challenge in support for UNICEF. As part of the campaign, fans and families can share their own version of the iconic roar for Star Wars character Chewbacca.

Under the new campaign, Star Wars: Force for Change U.S. will donate $1 to UNICEF USA, up to $1 million for every public post, like, or share on Facebook, Instagram, or Twitter that has #RoarForChange between May 3-25, 2018. Funds will be used to support UNICEF’s lifesaving work for children around the world.

The new initiative started with a video featuring the cast and crew of Solo: A Star Wars Story joking about Chewbacca’s diva behavior on set of the new film. You can check out that video below.

The initiative kicked off with a video featuring the cast of Solo: A Star Wars Story, revealing Chewbacca’s diva behavior on the set of the new movie, which hits theaters on May 25. Director Ron Howard said on the new initiative, “Chewbacca may not always have the best temperament but beneath the gruff exterior is a heart of gold. That’s why he’s challenging you to Roar for Change.”

Additionally, The Disney Store will offer a special Roar in Store discount of 10 percent off on all products based around the franchise to celebrate Star Wars Day. This promotion will run from May 4-6.

Meanwhile, the new movie, SOLO: A Star Wars Story, opens in theaters on May 25.