What does it take to get CEOs to stand against the death penalty?

With some of the biggest names in business signing up to end the death penalty, Al Jazeera speaks to the woman organising the effort.

Celia Ouellette is the founder and CEO of the Responsible Business Initiative for Justice (RBIJ), an organisation fighting to abolish the death penalty in the United States.

Ahead of World Day to Abolish the Death Penalty on October 10, RBIJ is unveiling the latest batch over 150 signatories to its Business Leaders’ Declaration Against the Death Penalty. Launched in May, the declaration has seen rock-star CEOs like Virgin’s Richard Branson, HuffPost’s Arianna Huffington, Galaxy Digital’s Mike Novogratz and more vow to use their private-sector power to influence US lawmakers.

Ouellette, who is criss-crossing the country in a drive to abolish capital punishment, has worked in criminal justice reform since 2006. As a criminal defence lawyer advocating for prisoners and negotiating plea deals for those on death row, she says she’s had difficult conversations with clients facing very “crappy” options.