Over the weekend, Sir Richard Branson, recipient of ADVENTURE’s lifetime achievement award, began a three-day hunger fast for Darfur. Following on the heels of Mia Farrow’s 12-day hunger strike, Branson decided to take up the cause in order to pressure the local government to allow international aid groups back into refugee camps.

Branson has seen the tragedies in western Sudan up close and hopes to contribute to finding a peaceful solution to the conflict. “I think that anything that can be done should be done,” Branson told Entertainment Weekly. “If you look at the history of conflict resolutions around the world, the best ones are peaceful ways of resolving conflicts.”

Branson said musician Peter Gabriel may take up the hunger strike after him. —Laura Buckley