[1] The organisation now runs an international campaign entitled Whatever It Takes which, through the sale of ethically traded goods featuring the original artwork of celebrities, seeks to raise money and awareness for organizations working in education, climate change, poverty reduction and health primarily in Africa.
21st Century Leaders mission is to assist and encourage royalty, Nobel Peace Prize laureates, and celebrities from the fields of film, music, fashion, art, sport and literature etc.
[5] Sir Ben Kingsley CBE was awarded for his continued aid of disadvantaged young people and children and for his portrayal of the humanitarian role-models Simon Wiesenthal, Itzhak Stern and Gandhi.
Danny Boyle & Christian Colson, director & producer of the film Slumdog Millionaire, were awarded for their creation of an international children’s development organization focused on education and sanitation, and designed to improve the lives of children in Mumbai’s slum communities and for the Jai Ho Trust,[6] an independent trust which aims to ensure that Rubina Ali (who played the youngest Latika in the film) and Azharuddin Mohammed Ismail (youngest Salim) receive an education, housing and social support.
Monica Yunus was awarded because the organization she co-founded, Sing For Hope,[7] mobilizes more than 600 professional artists - from classical musicians to photographers to Broadway performers - in volunteer service programs that benefit communities in need.