
As the website explains:
Every child needs a hero. Heroes don’t need superpowers. Heroes are adults who can help children to understand and feel safe in a rapidly changing world. In a time when children are feeling uncertain about their future, heroes give children confidence, share their worries and celebrate their successes. Heroes help children work out their relationships, understand what is happening to them as they grow and develop and share time with them.
Heroes play a pivotal role in the lives of children. In the increasingly hectic pace of life and with the pressures of work, it can be easy to lose sight of the heroes children need us to be for them. Children need adults to care for them, be interested in their lives and keep them safe. Childhood heroes make a profound and lasting difference for children throughout their entire lives.
Ryan wore a Spiderman outfit almost every day for over a year when he was around 4. It was very important. Other Superheros have been around, but not as important as that.

I'll do my bit, but I am not wearing underpants on my head.