The Whatever It Takes campaign is excited to announce the launch of its new partnership with Lulu and Green Abu Dhabi to support the efforts of conservation of Abu Dhabi’s Mangroves. This newly launched campaign is designed to grow demand for “Whatever It Takes” charitable brand of celebrity products, increase fundraising for various associated charities, and spread the message of local conservation of the Mangroves.
The Whatever It Takes collection, featuring ‘symbols of hope for the 21st Century’ drawn by leaders in the worlds of fashion, film, television, music and sport, has captured the imagination of a burgeoning conscience consumer market in the UAE, keen to buy products that reflect their ethical concerns. By combining great design with a global humanitarian mission the Whatever It Takes product range offers consumers an easy and affordable way to support global and local causes.
Founder and Director, Charlotte di Vita MBE, said “This campaign represents a big step for growing awareness in the UAE and we at 21st Century Leaders are delighted to be engaging directly with such a vibrant and philanthropic market, with the help of our new partner, Lulu, and Green Abu Dhabi. We see this move as a timely recognition of the growth opportunity available to the charity sector in the UAE. I would like to take this opportunity to thank Lulu for making this exciting move possible, as we continue to develop the presence of the charity in the region.”
21st Century Leaders in the United Arab Emirates:
The foundation, which has raised $94 million to date for global charities, is excited about the opportunity to engage in local projects in the Emirates and development work in the poorest Islamic community in the world, Quirimbas Mozambique.
To date 636 celebrities and global leaders from the worlds of fashion, film, television, music and sport have donated artworks to the foundation and form the basis of our “merchandising with meaning” Whatever It Takes campaign. Our supporters in the UAE will be able to contribute to their favourite causes by purchasing the most up to date products and accessories, designed by our celebrity leaders now available at Lulu in their Khalidiya Mall store.
21st Century Leaders Foundation:
Founded by Charlotte di Vita 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. 21st Century Leaders Foundation’s 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.
21st Century Leaders include Archbishop Emeritus Desmond Tutu, Sir Paul McCartney, Sir Roger Moore, Sir Bob Geldof, Sir Richard Branson, George Clooney, Nicole Kidman, Claudia Schiffer, Donna Karan, David Bowie and Coldplay – to name just a few – and the campaign has grown to include contributions from over 600 Leaders which have enabled 21st Century Leaders Foundation to raise over $94,000,000 to date and awareness for multiple charitable projects. For more information please visit: www.21stcenturyleadersfoundation.org
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 150 retail partners with 1400 stores which include Barneys in Japan, Bloomingdales, Macy’s in the USA, Lane Crawford in Hong Kong, and David Jones in Australia 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: www.whateverittakes.org
