Warner Bros. Consumer Products (WBCP) and generationOn have partnered to create the Scooby-Doo “Doo Good” campaign, a pro-social initiative infused with creativity to mobilize kids and their parents to band together and create change in their local communities.

By channeling the spirit of Scooby-Doo, the crime-stopping multigenerational favorite pooch, the “Doo Good” campaign demystifies the world of social good to kids in a relatable, youthful way.

To kick off the campaign, “Doo Good” will focus on three key initiatives in the coming year: Save the Environment, Fight Hunger and Animal Welfare. “Doo Good” launched nationwide April 15 with Save the Environment, leading into Earth Day, April 22. In tandem, WBCP, generationOn and local community-wellness non-profit Enrich LA will execute a Los Angeles-based social service act at a local underserved school. generationOn is the youth division of Points of Light, the world’s largest organization dedicated to volunteer service.

For more information, check out ScoobyDooGood.com, and watch the campaign video below.