Richard Branson is promoting 'peace building' through website theelders.org.
The Virgin brand entrepreneur offers advice on a range of issues through the humanitarian organisation, which he helped set up in 2007 alongside former South African Nelson president Nelson Mandela and pop singer Peter Gabriel.
Explaining his role, Richard told RECOGNISE magazine: ''The Elders are an independent group of eminent global leaders brought together by Nelson Mandela, Peter and I, who offer their collective influence and experience to support peace building, help in addressing major causes of human suffering and the promoting of the shared interests of humanity.''
The people involved in the project are all of incredibly high profile, and include former UN secretary general Kofi Annan, former president of the US Jimmy Carter and Anglican priest Desmond Tutu, who is chairman of the group.
The Elders have engaged in a number of projects, including two visits to the Middle East to promote peace, campaigning for a smooth transition of power in politically unstable Sudan, and supporting initiatives in Zimbabwe and Burma.
The group also fights for women's rights in countries where they are discriminated against on grounds of religion or tradition.
Billionaire Richard also said how, if he hadn't been a successful businessman, he would have liked pursued a career in the media.
He said: ''My other passion was media, newspapers and magazines - I would have loved to have trained at a journalism school.''
The full version of the Richard's interview with RECOGNISE can be read in the magazine's latest issue, which is available now. For more information visit www.recognisemagazine.co.uk.