Philanthropy is becoming big business for Hollywood stars as of late. However, the problem celebrities face is choosing the right cause to maximise the positive PR that they will inevitably gain from their charitable work while focusing on issues that will make the best use of their specific skills set. For example, the 5^th Avenue designer Tory Burch wanted to get involved with child hunger but her entrepreneurial skills was clearly more beneficial to microfinance and ultimately she chose to pursue the latter.  More and more celebrities are setting up their own foundations, as opposed to becoming supporters of existing charities. For example Demi Moore and Ashton Kutcher have launched the foundation DNA, for which their first campaign is against child sex-slave trafficking in the US. They have brought unprecedented coverage to this cause including a press conference on Capitol Hill.  As Trevor Nielson, co-founder Global Philanthropy Group (GPG) says “Five years from now every significant figure in sports and entertainment is going to be expected to do something to make the world a better place. This is going to move from being a trend to an expectation.” To read more on philanthropic trends in Hollywood, click here.