The campaign, dubbed “Amex Be Inspired”, asks people to share things that inspire them via a dedicated Facebook page and Twitter feed.
Amex will donate money to The Prince’s Trust every time an inspiration is shared.
The initiative is part of Amex’s wider “Realise the Potential” campaign, which was established in 2009 to encourage cardholders to “get the most out of their lives”. Amex offers its customers a preferred seating programme at entertainment events and partners with organisations such as Live Nation, The British Film Institute and Somerset House.
Kevin Spacey will launch Amex Be Inspired today at a workshop he is hosting for young people in London. There he will share the fact that late Some Like It Hot actor Jack Lemmon encouraged him to take up drama.
Actress Gemma Arteton and pop star Jamelia will also pledge support for the campaign and share who and what inspired them to take up their professions.
Amex Be Inspired will run until December 2011 and will be supported by a multimedia marketing and PR campaign.
The Prince’s Trust recently created a new head of partnerships role as it looks to boost the number commercial partners it has with brands to boost its fundraising efforts.