Britain's Princess Beatrice launched the Virgin STRIVE Challenge yesterday (30.04.14).
The princess - the daughter of Prince Andrew and Sarah Ferguson - was joined by a host of UK celebrities at London's O2 Arena, including scientist Brian Cox, comedian Jack Whitehall and 'The Voice UK' winner Jermain Jackman to promote Sam Branson's ultra-endurance charity challenge.
The challenge takes place between 7 August and 6 September and sees a team of people - who scaled the O2 wearing harnesses and ropes - travelling from London to the summit of the Matterhorn in Switzerland.
A team of volunteers, including Beatrice, singer Ed Sheeran and chef Jamie Oliver, will assist the group in running, cycling, rowing and hiking to their destination.
The participants will be raising money for Big Change - a charity Beatrice helped set up - which aims to improve the lives of young people through developing life skills.
Speaking at the launch, Sam said: "I am incredibly excited to have created such a challenging event that will hopefully have such a positive impact on young people across the UK.
"It has been so rewarding seeing it evolve from an idea with my cousin into a massive and very real physical event that will cross three countries, five different sporting disciplines and contain over three hundred and fifty participants."
Tagged in Jamie Oliver Princess Beatrice Ed Sheeran