The Christopher Reeve Foundation hopes that the June 28 launch of the "Superman Returns" movie, which is dedicated to the late Christopher and Dana Reeve, will help its "Superman Tag" multi-media campaign make the leap into the public's consciousness, writes ClickZ. The group is selling dogtags adorned with the official Superman S-Shield logo and the slogan, "Go Forward." It has asked WOM marketers for viral advice and created a MySpace page.

The Superman tags are featured in a series of display ads created, pro bono, by Euro RSCG 4D, which also donated its work to create the SupermanTag.org site. Health sites HealthOrbit and Prevention.com will be running the foundation's banners on their sites. In addition, 15- and 30-second PSA spots will run in Cine Media network theaters preceding Superman Return screenings.

Warner Bros. Consumer Products and DC Comics have agreed to allow the foundation to use the S-Shield and Superman names royalty-free until February 2008.

"We're hoping the Superman Tag campaign can do for the Christopher Reeve Foundation what the Livestrong bracelet campaign has done for the Lance Armstrong Foundation," said Christopher Reeve Foundation VP of Public Relations Maggie Goldberg. "We're hoping people will tag each other." The Warner Bros. e-commerce site is the official seller of the tags ($10 per pair).