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

IntroductionNelson 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 1061376

The CampaignThe 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

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

Chris Martin drawing Coldplay’s symbol of hope at 2am in the recording studio

Laurence Fishburne in Morocco, where he spent 7 of his 14 days’ holiday working on 8 artworks for the campaign

Artwork Collection

George ClooneyNicole KidmanEwan McGregor

The Leaders: Film

Sir Paul McCartney Ozzy OsbourneColdplay

The Leaders: Music

Stella McCartneyGiorgio ArmaniDonna Karan

The Leaders: Fashion

Sir Steve Redgrave Linford Christie OBEGary Lineker MBE

The Leaders: Sport

Footwear

Lemmy KilminsterOzzy Osbourne

Limited edition sk8-hi’s and slip-onsLaunched July 2006 1,600 stores across Europe

Slipknot

Apr 2007

Jan 2008

The Prodigy

Backpacks

Limited edition backpacks Launched August 2006 1000 stores across Europe

The Hives

The Prodigy

Kaiser Chiefs

Ozzy Osbourne

Lemmy Kilminster

Slash

WristbandsMcFly:Tom FletcherDanny JonesDougie PoynterHarry Judd

The Kaiser Chiefs:Ricky Wilson

The Killers:Brandon Flowers Mark StoermerDavid KoeningRonnie Vanucci

Scissor Sisters:Ana MatronicJake ShearsJJ GardenPaddy Boom

128 stores across UK320 counter-top units

SlashSnoop DoggGreen DayMastodomNicko McBrainEwan McGregorAnthraxSystem of a DownDaron MalakianSerj TankianDavid BowieOzzy OsbourneLemmy KilminsterFranz FerdinandJoss StoneHIMMat HoffmanPaul McCartneyRob da bank

T-shirtsKaiser Chiefs

Limited edition T-shirts and jeans Launched January 2007

The Doves Bloc Party

T-shirts

23 celebrity artwork T-shirts Launched 2006 680 stores in Japan

Susan SarandonDavid BaileyHeidi KlumCurt SmithPaul McCartneyPaloma PicassoPenelope CruzPhil CollinsLucy LiuRingo Starr Slash

McFlyAnjelica HustonMel CGeorge ClooneySarah FergusonSamuel L JacksonGrayson PerryFrederick ForsythAnnie Lennox Franz FerdinandLaurence Fishburne

CeramicsSir Roger Moore Sir Michael and Lady Shakira CaineGiorgio ArmaniDonna KaranGeorge ClooneyNicole KidmanEwan McGregorDavid BowieMinnie DriverColdplaySamuel L JacksonClaudia Schiffer

First 12 giftboxed mugs launched November 2006 worldwide

CeramicsSir Roger Moore Sir Michael and Lady Shakira CaineGiorgio ArmaniDonna KaranGeorge ClooneyNicole KidmanEwan McGregorDavid BowieMinnie DriverColdplaySamuel L JacksonClaudia Schiffer

First 12 giftboxed plates to launch July 2007 worldwide

CosmeticsSir Michael and Lady Shakira Caine

Minnie Driver

Special edition beauty boxes Launched Christmas 2005

Launch Christmas 2007

UK & Eire

Canvas Prints

Nick Mason (Pink Floyd) David BowieGiorgio ArmaniOzzy OsbourneGeorge ClooneyNicole KidmanSir Michael & Lady Shakira Caine Ronnie WoodColdplay

Apparel

Launch Christmas 2007

US (high end)

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

Retail Partners

Cause Related Media Coverage

• 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

Events…with

• 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

Events…with Ritz Carlton

• ‘Loving Earth Now’ Gala Dinner

• Auction of original artworks

• September 2008 – London

Events…21st Century Leaders

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

Our Plans

• High-profile fundraising events

• Worldwide licensing campaign with key manufacturers

• Strategic partnerships with key retailers

HOPE

Jodie Kidd

Giorgio Armani

Paul Smith

Toni Collette

LOVE

Lucy Liu Jerry Hall

Stereophonics Sir Roger Moore

PEACE

Whoopi Goldberg The Ordinary Boys

Suggs Lemar

PLANET EARTH

Stella McCartneyBob Geldof

Alan Rickman Gina McKee

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