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Press Release


American Express launches campaign to support Prince's Trust

American Express launches campaign to support Prince's Trust

American Express today launches ‘Amex Be Inspired’, a social media campaign, to help raise money for The Prince’s Trust.

People across Britain are being asked to share their inspirations via a dedicated Facebook page ( and Twitter feed (@AmexBeInspired or #AmexBeInspired).

For each inspiration shared, American Express will give money to youth charity, The Prince’s Trust (@princestrust), allowing the nation’s passions to tangibly inspire and help others. The money raised by the initiative will be used to fund grassroots projects across the UK, including a series of music and film themed ‘Be Inspired’ workshops, which aim to help disadvantaged young people to get a job, move into further education, training or volunteering.

The initiative, which is being launched by Kevin Spacey, builds on American Express’s wider Realise the Potential campaign, which was established in 2009 to inspire people to get the most out of their lives. As part of this campaign, American Express continues to provide its Cardmembers with access to an unrivalled selection of entertainment events through its Preferred Seating programme and partnerships with organisations such as The British Film Institute, Somerset House, London Restaurant Festival, AEG and Live Nation. 

Lisa Gervis, Vice-President Brand & Customer Management at American Express, said: “With this new campaign we are hoping to harness the power of social media to tap into people’s passions and raise money for The Prince’s Trust, a charity which shares our belief in the power of the arts to motivate and inspire. “By appealing to young people’s passions, these workshops will help some of the most vulnerable people in society turn their lives around and ultimately help them to realise their full potential.”

Speaking at today’s launch, where he hosted a workshop with young Londoners, Spacey said: “When I was 14 I was taking part in a drama workshop when the late great Jack Lemon put his hand on my shoulder and said, ‘That was terrific, kid; you ought to do this professionally’. To have such a wonderful actor show faith in me was the greatest inspiration, giving me the drive to pursue my dreams of becoming an actor.

"When American Express and The Prince’s Trust asked me to support ‘Amex Be Inspired’ and help youngpeople to build confidence and fulfil their potential, I was delighted to get involved.”

The project has already attracted the involvement of a host of well known names and faces including Gemma Arterton and Jamelia, who will be pledging support for the campaign by sharing their inspirations.

Martina Milburn, Chief Executive of The Prince’s Trust, said: “Around one in five young people living in the UK are struggling to find a job - 40 per cent of whom have been without a job for more than six months. With youth unemployment high and the jobs market uncertain, there has never been a better time to help disadvantaged young people into jobs.

“The vital funds raised by this initiative will enable The Prince’s Trust to run grassroots projects across the UK to give vulnerable young people the support they need to move into the workplace.”

‘Amex Be Inspired’ will run until December 2011 and will be supported by a full marketing and public relations programme. It will also be activated and amplified through ‘Preferred Seating’ partnerships including London Restaurant Festival and the National Theatre. For more information or to get involved and share an inspiration visit: where you’ll also find updates on the campaign, exclusive videos from celebrity ambassadors and stories from people who have worked with The Prince’s Trust.

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