Disney's Friends for Change is a pro-social "green" initiative that started in the summer of 2009. Disney stars stress environmental issues in the campaign, encouraging fans to take action. The year-long campaign draws on how Disney stars connect with young fans. Miley Cyrus, Selena Gomez, the Jonas Brothers, and Demi Lovato were among the original stars in the 30 second to 2 minute public service announcements currently airing on Disney Channel. As part of the initiative, kids will have the ability to choose how Disney will invest one million dollars in various environmental programs. The initiative was presented instead of the 2009 and 2010 Disney Channel Games. The first Disney's Friends for Change Games premiered June 24, 2011 on Disney Channel, replacing the Disney Channel Games.