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Press Releases

TAGS: Samuel L Jackson , Kanye West , Claudia Schiffer , Sugababes , Corinne Bailey Rae , Beverley Knight , Sophie Ellis Bextor

21st Century Leaders: Samuel L Jackson - Kanye West - Claudia Schiffer - Sugababes - Corinne Bailey Rae - Beverley Knight - Sophie Ellis Bextor coming to Abu Dhabi

Samuel L Jackson, Kanye West, Claudia Schiffer, Sugababes, Corinne Bailey Rae, Beverley Knight and Sophie Ellis Bextor are all 21st Century Leaders. To become so, their first level of engagement and commitment has been to donate their original artworks to the 21st Century Leaders’ Whatever It Takes Campaign.

Whatever It Takes is an ethical and charitable lifestyle product campaign, which involves more than 600 celebrity leaders in all fields including; Royalty, Nobel peace prize laureates and well-known leaders in the fields of film, music, fashion, art, sport and literature.

As ambassadors and 21st Century Leaders in the fields of film, fashion and music, Samuel L Jackson, Kanye West, Claudia Schiffer, Sugababes, Corinne Bailey Rae, Beverley Knight and Sophie Ellis Bextor each created an original piece of art with a strong message of hope. This artwork has been designed into a variety of environmentally sustainable lifestyle products, created by producers who are working towards the Whatever It Takes ethical policy. The products are sold to raise funds for education, health and environmental programmes, through the Whatever It Takes Web Shop, as well as through 4500 prestigious retail partners globally including Harrods, Selfridges, Bloomingdales, Macy’s, Lane Crawford, David Jones and Harvey Nichols amongst others, and will soon be available for the first time in Abu Dhabi.

21st Century Leaders Foundation is honoured to be the very first international charitable foundation registered at Masdar City in Abu Dhabi. Masdar City is a US $22 billion free zone located in Abu Dhabi, and this will become the foundation’s new, environmentally sustainable headquarters for the GCC region.

21st Century Leaders will leverage the influence of its 600 international celebrities, in their respective fields, to raise awareness and engage the GCC community in positive steps to mitigate climate change, conserve regional and international marine and wildlife environments in partnership with other local environmental programmes.

Charlotte di Vita MBE, Founder & Trustee says “21st Century Leaders Foundation shares Masdar’s vision to support youth in the GCC to lead in the promotion of social enterprise and sustainable development solutions, in a manner that is both fun and educational. We look forward to bringing our celebrities to Abu Dhabi to engage with the communities here, to raise awareness on important local ecological conservation and innovative solutions to poverty”.

On becoming 21st Century Leaders, our ambassadors visiting Abu Dhabi said the following:

In honour of the launch of 21st Century Leaders in Abu Dhabi the charity has designed the first ever celebrity i-phone covers, as well as i-pad covers and skins, which will sit alongside the existing t-shirts, watches, mugs & plates, wall & alarm clocks, featuring the artwork donated by the 21st Century Leaders who are visiting Abu Dhabi this week.


For further details

High resolution images of the celebrity products and artworks are available to download from the secure press FTP. You can access and download these by going to the following ftp area:

Cut and paste into your browser address bar:

Username: u34705209-ftp4

Password: press2010

For press enquiries please contact:

Sarah Todd on or +44 (0) 7834 485 574

Charlotte di Vita or + 971 (0) 558895539

Sam Jones or +971 (0) 508195070

21st Century Leaders Foundation

Founded by Charlotte di Vita MBE in 2003, when Nelson Mandela appointed her as a Goodwill Ambassador to his Children’s Fund.  The 21st Century Leaders Foundation aims to leverage the influence of leaders in their field and popular culture to cause positive change. The mission is to assist and encourage a generation of influencers – royalty, Nobel peace prize laureates, and well-known figures in the fields of film, music, fashion, art and literature – to raise awareness and funds for international development causes, thereby leading the way in promoting positive environmental and sustainable human development solutions.

Whatever It Takes

Whatever It Takes is a unique artwork campaign launched by 21st Century Leaders Foundation. Over 600 leaders in the worlds of fashion, film, television, art, music and sport, have donated their artworks and have signed messages of hope for the future. This artwork is used to design and create a variety of lifestyle products which are then sold to raise funds through 4500 retail partners which includes Harrods, Selfridges, Bloomingdales, Macy’s, Lane Crawford and David Jones amongst others. Whatever It Takes works closely with their leaders to assist and encourage a generation of influencers to take ownership, engage in positive action, raise awareness among their communities, and champion the solutions to poverty and environmental degradation. Whatever It Takes raises funds for key global development causes, including poverty alleviation, the protection of children, and environmental conservation. For more information please visit:

Masdar City

Masdar City is an emerging clean-technology cluster located in what aims to be one of the world’s most sustainable cities. This special economic zone in Abu Dhabi seeks to become a global centre for innovation, research, product development and light manufacturing in the fields of renewable energy and sustainable technologies. Leading multinational companies in the cleantech sector, as well as small- and medium-sized enterprises and entrepreneurial start-ups will locate R&D labs, marketing offices and headquarters in the city. The International Renewable Energy Agency (IRENA) will base its headquarters in the city, while GE will build its first Ecomagination Centre at Masdar City. For more information about Masdar City, please visit: