AmEx is helping passion projects come to fruition.

Inspired by Kickstarter, American Express has launched a six-month social media competition that will provide 10 people a month with one-off funding to pursue their passions.

The competition, entitled #PassionProjects, requires entrants to answer two simple questions: ‘what is your passion project?’ and ‘why is it important to you?’ The response must be 120 characters in length, accompanied by the competition’s hashtag. Winners will receive $2000 in gift cards, which are supposed to be used to kickstart these hobbies but are free of limitations, so can actually be spent on anything.

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