Lionsgate, the movie company distributing the blockbuster hit The Hunger Games, has backed off efforts to stop global aid charity Oxfam from mounting a food-justice campaign called “Hunger Is Not a Game,” says a New York Times commentator.

The firm contacted Oxfam last month asking it to immediately drop mentions of the fan-focused campaign from the charity’s Web sites, asserting that it damaged Lionsgate’s own marketing and charity efforts associated with the film, Courtney E. Martin, co-founder of the Solutions Journalism Network, wrote in a post to the Times’s Fixes blog.

After 26-year-old fan of the film responded with a Change.org petition drive that quickly garnered thousands of signatures and widespread social-media attention, Lionsgate dropped its demands and suggested it would work with fan-based activist groups for future Hunger Games films.