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I ntroduction

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I ntroduction

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  1. HM King of Spain Archbishop Desmond TutuSir Bob GeldofSir Ben KingsleyDavid Bowie Robbie WilliamsPaul McCartney Heather Mills McCartney Sir Michael Caine Lady Shakira Caine Coldplay Ewan McGregorYoko Ono MobyClaudia Schiffer Sarah Ferguson Duchess of York Jerry Hall Christopher Reeve Dana ReeveSusan Sarandon Sir Richard BransonDonna KaranHeidi Klum Joss StoneGillian Anderson Nicole Kidman Kaiser ChiefsCourteney Cox David Arquette Pierce Brosnan Lucy Liu George Clooney Penelope Cruz Laurence Fishburne Samuel L Jackson Sir Roger MooreGiorgio ArmaniMinnie Driver Green DayOzzy Osbourne SlashGwen StefaniPharrell WilliamsSnoop DoggDame Shirley Bassey The KillersPhil CollinsFranz Ferdinand Alan Rickman Scissor SistersStereophonicsThe ProdigyJodie Kidd Benicio del Toro John Travolta Whoopi GoldbergFoo Fighters McFly Naomi CampbellSir Steven Redgrave Deepak Chopra Adrien BrodyToni Collette Ringo Starr Ronnie Wood Annie LennoxAnjelica 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 Takescampaign. 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 1061376

  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 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 Courteney Cox and David Arquette, at home in Los Angeles after completing their artwork

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

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

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

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

  9. Footwear Slipknot Apr 2007 The Prodigy Lemmy Kilminster Ozzy Osbourne 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 2006 1000 stores across Europe

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

  13. T-shirts McFly Anjelica Huston Mel C George Clooney Sarah Ferguson Samuel L Jackson Grayson Perry Frederick Forsyth Annie Lennox Franz Ferdinand Laurence Fishburne Susan Sarandon David Bailey Heidi Klum Curt Smith Paul McCartney Paloma Picasso Penelope Cruz Phil Collins Lucy Liu Ringo Starr Slash 23 celebrity artwork T-shirts Launched 2006 680 stores in Japan

  14. Ceramics 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 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. 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 CaineRonnie Wood Coldplay Launch Christmas 2007 UK & Eire

  18. Apparel Launch Christmas 2007 US (high end)

  19. Retail Partners NATTERJACKS HOUSE OF FRASERLA RINASCENTE SELFRIDGES SPACE NKFENWICKS OFFSPRINGDEBENHAMS HARRODS VIRGIN MEGASTORES ROUTE ONE URBAN OUTFITTERS AMAZON.CO.UK USCPRINTEMPS WESTWORLDEBTM.COM SOLE TRADER MACY’S NEIMAN MARCUSJD SPORTS ASOS.COMLEE JEANSDAVID JONES OFFICESCHUHQUBE

  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. 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. It’s a great opportunity to make a difference. Thank you. Ewan McGregor www.whateverittakes.org

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