21st Century Leaders Rocks

• 6th Jun 2005

Sometimes the simplest ideas are the best. Like a charity organisation that gathers original artworks from leaders in all fields; royalty, film, music, Nobel peace laureates, sports, literature etc. Each celebrity submits a self portrait, a symbol of hope and a message of hope for the future. These artworks are then used to create merchandise and products delivered under fair working conditions (initially charity wristbands & t-shirts, rock trainers and contemporary collectibles like porcelain plates and mugs). The celebrities then choose charitable causes, important to them, to which 100% of the net profits of sales from their artworked products are donated. The aim: to raise a minimum of $3m for worthwhile causes, and also to support fair and sustainable employment in developing countries.

A simple and brilliant idea. This charity organization is 21st Century Leaders (21CL).

21CL has already received artworks from a hugely impressive array of individuals including HM King of Spain, Archbishop Desmond Tutu, Sir Michael and Lady Shakira Caine, Ewan McGregor, George Clooney, Samuel L Jackson, Pierce Brosnan, Susan Sarandon, David Bowie, Coldplay, Laurence Fishburne, Penelope Cruz, John Travolta, Nicole Kidman, Giorgio Armani, Donna Karan, Heidi Klum and Claudia Schiffer.

21CL has also been overwhelmed by support from the rock world. So far rock luminaries including Ozzy Osbourne, Slash, Ville Valo (Him), Scott Ian (Anthrax) and Mastodon have submitted artwork and personal messages to the charity. For this reason 21CL will launch worldwide as a project at Download Festival 2005. Download will see wristbands from the above rock icons available on merch stands and from 21CL agents in the crowd.

Each charitable wristband will be limited edition and sold from £2.99. Wristbands carry the message of hope & link – engaging people with their favorite band and that band’s chosen cause. The products will be sold at all tills in Virgin Megastores, and through link, from June in the UK and later in the US.

21CL was set up by Charlotte di Vita MBE, a Nelson Mandela Children’s Fund Goodwill Ambassador, who received a prestigious “Woman of the Year” Award in 2003. Charlotte di Vita also loves rock

Check out the official site: link