Richard Branson is leading a campaign to end the death penalty, along with other key business figures. The Virgin Group founder said there is an urgent need to abolish the practice. ztayeb@businessinsider.com (Zahra Tayeb) Sir Richard Branson spoke to Insider about his ongoing campaign to eradicate capital punishment. The Virgin Group founder called the practice "barbaric" and "inhumane." He has teamed up with several other business leaders to help spread the message. Popular Searches The 70-year-old billionaire announced the Business Leaders Against the Death Penalty Declaration in a virtual SXSW event in Austin, Texas, last month. The declaration was coordinated by the UK-based organization, Responsible Business Initiative for Justice, and has gained 21 signatories. They include Ben Cohen and Jerry Greenfield, co-founders of Ben & Jerry Ice cream, Arianna Huffington, co-founder of The Huffington Post, Helene Gayle, a director at the Coca-Cola Company, and telecom tycoon, Dr. Mo Ibrahim.