Star Wars is appealing to young consumers’ charitable side with a new social media campaign that asks users to roar like Chewbacca for a cause.

Star Wars is appealing to young consumers’ charitable side with a new social media campaign that asks users to roar like Chewbacca for a cause. For each person that posts their best Wookiee impression with the hashtag #RoarforChange, LucasFilm and Disney will donate $1 to UNICEF. The campaign will max out at $1 million, backing up the 85% of 13-35-year-olds that Ypulse has found believe brands play a significant role in social good and charity work. (CNET)