1. HM King of Spain Archbishop Desmond Tutu Sir Bob Geldof Sir Ben Kingsley David Bowie Robbie Williams Paul McCartney Heather Mills McCartney Sir Michael Caine Lady Shakira Caine Coldplay Ewan McGregor Yoko Ono Moby Claudia Schiffer Sarah Ferguson Duchess of York Jerry Hall Christopher Reeve Dana Reeve Susan Sarandon Sir Richard Branson Donna Karan Heidi Klum Joss Stone Gillian Anderson Nicole Kidman Kaiser Chiefs Courteney Cox David Arquette Pierce Brosnan Lucy Liu George Clooney Penelope Cruz Laurence Fishburne Samuel L Jackson Sir Roger Moore Giorgio Armani Minnie Driver Green Day Ozzy Osbourne Slash Gwen Stefani Pharrell Williams Snoop Dogg Dame Shirley Bassey The Killers Phil Collins Franz Ferdinand Alan Rickman Scissor Sisters Stereophonics The Prodigy Jodie Kidd Benicio del Toro John Travolta Whoopi Goldberg Foo Fighters McFly Naomi Campbell Sir Steven Redgrave Deepak Chopra Adrien Brody Toni Collette Ringo Starr Ronnie Wood Annie Lennox Anjelica Huston Grayson Perry

2. Introduction
Nelson Mandela appointed Charlotte di Vita MBE a Goodwill Ambassador for the Nelson Mandela Children’s Fund.
The assignment Charlotte chose, as Goodwill Ambassador, was to raise funds to tackle key global development issues including poverty alleviation, child abuse and environmental conservation.
To meet this assignment, Charlotte set up the 21st Century Leaders Foundation* and launched the Whatever It Takes campaign.
Charlotte di Vita, founder of Trade plus Aid, receiving her MBE from Her Majesty the Queen in Oct 1998 for her charitable work.
* Charity registration number

3. The Campaign
The Whatever It Takes campaign encourages a generation of 21st Century Leaders to take ownership of a charitable cause
Over 600 celebrities in film, fashion, music and sport
Over 1000 unique celebrity artworks: their symbol of hope,
handwritten message of hope, and signed self-portrait
Unique products inspired by celebrity artworks
Celebrity-supported gala dinners, auctions, concerts
Proceeds support celebrities’ chosen charities

4. Artwork Collection
Courteney Cox and David Arquette, at home in Los Angeles after completing their artwork
Laurence Fishburne in Morocco, where he spent 7 of his 14 days’ holiday working on 8 artworks for the campaign
Chris Martin drawing Coldplay’s symbol of hope at 2am in the recording studio

5. The Leaders: Film
Ewan McGregor
Nicole Kidman
George Clooney

6. The Leaders: Music
Sir Paul McCartney
Coldplay
Ozzy Osbourne

7. The Leaders: Fashion
Donna Karan
Giorgio Armani
Stella McCartney

8. The Leaders: Sport Sir Steve Redgrave Gary Lineker MBE
Linford Christie OBE

9. Footwear Limited edition sk8-hi’s and slip-ons Launched July 2006
Slipknot
Apr 2007
The Prodigy
Ozzy Osbourne
Lemmy Kilminster
Jan 2008
Limited edition sk8-hi’s and slip-ons
Launched July 2006
1,600 stores across Europe

10. Backpacks
The Prodigy
Ozzy Osbourne
Kaiser Chiefs
Lemmy Kilminster
The Hives
Slash
Limited edition backpacks Launched August stores across Europe

11. Wristbands 128 stores across UK 320 counter-top units Slash Snoop Dogg
Green Day
Mastodom
Nicko McBrain
Ewan McGregor
Anthrax
System of a Down
Daron Malakian
Serj Tankian
David Bowie
Ozzy Osbourne
Lemmy Kilminster
Franz Ferdinand
Joss Stone
HIM
Mat Hoffman
Paul McCartney
Rob da bank
McFly:
Tom Fletcher
Danny Jones
Dougie Poynter
Harry Judd
The Kaiser Chiefs:
Ricky Wilson
The Killers:
Brandon Flowers Mark Stoermer
David Koening
Ronnie Vanucci
Scissor Sisters:
Ana Matronic
Jake Shears
JJ Garden
Paddy Boom
128 stores across UK
320 counter-top units

12. T-shirts Limited edition T-shirts and jeans Launched January 2007
The Doves
Kaiser Chiefs
Bloc Party
Limited edition T-shirts and jeans Launched January 2007

13. T-shirts
Susan Sarandon
David Bailey
Heidi Klum
Curt Smith
Paul McCartney
Paloma Picasso
Penelope Cruz
Phil Collins
Lucy Liu
Ringo Starr
Slash
McFly
Anjelica Huston
Mel C
George Clooney
Sarah Ferguson
Samuel L Jackson
Grayson Perry
Frederick Forsyth
Annie Lennox
Franz Ferdinand
Laurence Fishburne
23 celebrity artwork T-shirts Launched stores in Japan

14. Ceramics First 12 giftboxed mugs launched November 2006 worldwide
Sir Roger Moore
Sir Michael and Lady Shakira Caine
Giorgio Armani
Donna Karan
George Clooney
Nicole Kidman
Ewan McGregor
David Bowie
Minnie Driver
Coldplay
Samuel L Jackson
Claudia Schiffer
First 12 giftboxed mugs launched November 2006 worldwide

15. Ceramics First 12 giftboxed plates to launch July 2007 worldwide
Sir Roger Moore
Sir Michael and Lady Shakira Caine
Giorgio Armani
Donna Karan
George Clooney
Nicole Kidman
Ewan McGregor
David Bowie
Minnie Driver
Coldplay
Samuel L Jackson
Claudia Schiffer
First 12 giftboxed plates to launch July 2007 worldwide

16. Sir Michael and Lady Shakira Caine
Cosmetics
Sir Michael and Lady Shakira Caine
Minnie Driver
Special edition beauty boxes Launched Christmas 2005

17. Canvas Prints Nick Mason (Pink Floyd) David Bowie Giorgio Armani
Ozzy Osbourne
George Clooney
Nicole Kidman
Sir Michael & Lady Shakira Caine Ronnie Wood
Coldplay
Launch Christmas 2007
UK & Eire

18. Apparel
Launch Christmas 2007
US (high end)

19. Retail Partners NATTERJACKS HOUSE OF FRASER LA RINASCENTE
SELFRIDGES SPACE NK FENWICKS
OFFSPRING DEBENHAMS HARRODS
VIRGIN MEGASTORES ROUTE ONE URBAN OUTFITTERS
AMAZON.CO.UK USC PRINTEMPS
WESTWORLD EBTM.COM SOLE TRADER
MACY’S NEIMAN MARCUS JD SPORTS
ASOS.COM LEE JEANS DAVID JONES
OFFICE SCHUH QUBE

20. Cause Related Media Coverage

21. Events…with Biannual Royal Celebrity Gala Dinners and Auctions
4 November 2006 Gala Dinner
$26M raised from ticket sales and sponsorship
A world record-breaking $11.25M raised at auction
21st Century Leaders limited edition ceramics auctioned for $450,000
21st Century Leader guests included Archbishop Desmond Tutu, Donna Karan, Natalie Imbruglia

22. Events…with Ritz Carlton
International programme of 5-star Gala Dinner and Auction events
21st Century Leaders who have supported , or taken positive action to raise awareness for their chosen cause, to be recognised in celebrity award ceremonies

23. Events…21st Century Leaders
‘Loving Earth Now’ Gala Dinner
Auction of original artworks
September 2008 – London

24. for charities including
So Far…
Over $1 million raised
for charities including
Social audits have improved the lives of 58,000 workers in China, Thailand, Cambodia and Vietnam

25. Our Plans High-profile fundraising events
Worldwide licensing campaign with key manufacturers
Strategic partnerships with key retailers

26. Jodie Kidd
Paul Smith
Giorgio Armani
Toni Collette
HOPE

27. Lucy Liu
Jerry Hall
Stereophonics
Sir Roger Moore
LOVE

28. Whoopi Goldberg
The Ordinary Boys
Suggs
Lemar
PEACE

29. Alan Rickman
Gina McKee
Bob Geldof
Stella McCartney
PLANET EARTH

30. The project means a lot to me. Please take the time to consider it
The project means a lot to me. Please take the time to consider it. It’s a great opportunity to make a difference. Thank you.
Ewan McGregor