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Whatever It Takes

Whatever It Takes is a unique artwork licensing campaign launched by 21st Century Leaders.  Over 750 leaders in the fields 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 over 120 retail partners in over 1,035 stores which which includes Virgin Megastores, Tesco, s.Oliver, Priceline, Carrefour, Waitrose, Park Hyatt, Geant, Homes R Us and WH Smith amongst others.

Rather than tie up 21st Century Leaders’ own capital and place this at risk, the organisation instead licenses chosen manufacturers in specific product category areas to produce, warehouse, sell and distribute products using the Whatever It Takes charitable brand and donated celebrity artworks. Licensees each pay a royalty fee to 21st Century Leaders on the sale of each product.

Through Whatever It Takes we have worked closely with our leaders to assist and encourage a generation of influencers to take ownership, engage in positive action, raise awareness among their communities, and champion 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 visit www.whateverittakes.org

21st Century Leader Hilary Duff models a Whatever It Takes T-shirt decorated with her artwork. Selection of Whatever it Takes celebrity mugs designed mugs. Whatever It Takes watch by 21st Century Leader Samuel L Jackson. Selection of Whatever It Takes celebrity designed bags. Whatever It Takes iPhone cover by 21st Century Leader Kanye West. Whatever It Takes Back to School stationary by 21st Century Leader Penelope Cruz. Joss Stone poses with Whatever It Takes charity wristbands decorated with her artwork, at T in the Park Festival.