Warner Bros. Consumer Products has teamed up with US youth organization generationON to launch Scooby-Doo “Doo Good,” a social campaign designed to help the environment, fight hunger and improve animal welfare.

The pro-social initiative will launch 35 new Kids Care Clubs in the US, as well as fund grants to support kids and adult mentors in helping their communities.

The campaign’s Save the Environment platform kicked off on April 15 and runs until April 22 (Earth Day). To help with this, Warner Bros., generationON and local community wellness non-profit organization Enrich LA will launch an LA-based social service act at an underserved school.

Throughout the year, meanwhile, US$500-grants will be given to clubs that come up with ways to participate in at least two of the project’s three focus areas. Clubs that receive the grants will also be given additional resources to implement their hands-on work.

To support the campaign, WB has unveiled a dedicated platform called ScoobyDooGood.com to serve as the home base for parents and kids involved in these activities. It includes downloadable guides inspired by this year’s themes, as well as supplementary materials like reading lists, instructions for DIY projects and an official badge book for collecting achievements. The site also lets kids share their altruistic stories and be spotlighted on social media using the hashtag #DooGood.

The Scooby-Doo initiative follows on the heels of Nickelodeon International’s #KidsCan initiative, which launched at the beginning of the month and runs until December. As part of its Together for Good pro-social campaign, the on-air and digital campaign spotlights the stories of nine International Children’s Peace Prize winners and nominees.

Earlier this year, Sesame also kicked off the #ELMOtivation campaign to celebrate Elmo’s birthday with a social media initiative. It launched on February 3, offering shareable and inspirational images and videos to encourage kids to believe in themselves.