Gucci launches a new campaign, ‘Chime for Change,’ targeting girls’ and women’s empowerment, led by Frida Giannini, Beyoncé Knowles-Carter and Salma Hayek Pinault, at a TEDxWomen luncheon during the TED2013 in Long Beach, California, USA. TED (standing for Technology, Entertainment, Design) started out in 1984 as a not-for-profit organisation, promoting conferences devoted to ‘Ideas Worth Spreading,’ bringing together people from their focus sectors of Technology, Entertainment and Design.
‘Chime for Change’ serves to unite and strengthen voices speaking out for girls and women around the world and will focus on three key pillars – Education, Health and Justice. The campaign comes at a time when the world’s attention is drawn to international stories, ranging from girls fighting for education in Pakistan to headlines of violence against women in all corners of the world like India, Ireland and South Africa, to name a few.
More than just raising awareness, ‘Chime for Change,’ and its partner, ‘Catapult,’ encourage people throughout the world to support girls’ and women’s projects in a personalised, individual way. ‘Catapult’ enables citizen-philanthropy and is the first crowd-funding platform dedicated to advancing the lives of girls and women. ‘Catapult’ connects ‘Chime for Change’ community members directly to organisations and projects, focused on the causes that matter most to them, and currently represents over 50 organisations in 38 countries.
Gucci has an existing seven-year relationship with UNICEF in support of girls’ education. In addition, the company founded two women’s film awards that support the PPR Corporate Foundation for Women’s Dignity and Rights, of which Frida Giannini and Salma Hayek Pinault are members of the Board.
The campaign’s strategic partners include the PPR Corporate Foundation for Women’s Dignity and Rights, the Bill & Melinda Gates Foundation, Facebook, Hearst Magazines and Catapult.’ Additionally, The Huffington Post has joined as a digital media partner.
‘Chime for Change’ leadership is joined by an Advisory Board of issue-experts, advocates and global leaders, including Gordon and Sarah Brown, Jada Pinkett Smith, Julia Roberts, Jill Sheffield, Caryl Stern, Meryl Streep and Archbishop Desmond Tutu and his daughter, Mpho Tutu, among others. The movement aims to provoke, collect and share powerful stories of girls and women globally.
Gucci, founded in Florence in 1921, is one of the world’s leading luxury fashion brands. Renowned for quality and Italian craftsmanship, Gucci designs, manufactures and distributes highly sought-after handbags, luggage, shoes, other leather goods, ready-to-wear, silks, timepieces and fine jewellery. Eyewear and fragrances are manufactured and distributed under license by global industry leaders in these two sectors.
Gucci also believes in the importance of a responsible attitude towards people, the environment and communities in which it operates, alongside values of quality, creativity and Italian craftsmanship, for which the brand is famous. Corporate citizenship is a fundamental part of the mission and operating philosophy of the company.