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Gucci's 'Chime for Change' to work for women's empowerment
Sep '13
Gucci and P&G Prestige announced a 2013 Clinton Global Initiative (CGI) Commitment to Action to create an innovative consumer activation that will increase awareness and raise funds for girls’ and women’s empowerment through Gucci’s CHIME FOR CHANGE campaign.

The organizations will combine their experience, resources and influence to develop a mechanism to engage Gucci Fragrances consumers, allowing them to fund projects supporting girls and women globally through CHIME FOR CHANGE.

“We are grateful that our longtime partner P&G has joined the CHIME FOR CHANGE coalition. This partnership continues the CHIME FOR CHANGE tradition of using creative approaches to raise funds and awareness for girls’ and women’s empowerment,” said Frida Giannini, Creative Director of Gucci and Founder of CHIME FOR CHANGE.

“We believe strongly in the power of collaborative partnerships and are inspired by the possibility of engaging broadly with the Gucci Fragrance and P&G Prestige audience.”

François Henri-Pinault, CEO & Chairman of Kering, Gucci’s parent company, also participated in a panel discussion as a CHIME FOR CHANGE Advisory Board member during a special Girls and Women Strategy Session at the CGI Annual Meeting.

Former Secretary of State Hillary Rodham Clinton opened the session, which included addresses from Valerie Jarrett, Senior Advisor to President Obama, and Phumzile Mlambo-Ngcuka, Executive Director of UN Women.

Mr. Pinault joined Theo Sowa, CEO of the African Women’s Development Fund and Lilianne Ploumen, Minister for Foreign Trade and Development Cooperation, the Netherlands, for a discussion moderated by Melanne Verveer, United States Ambassador-at-Large for Global Women's Issues.

CHIME FOR CHANGE, founded by Gucci in February 2013, is a campaign to raise funds and awareness for girls’ and women’s empowerment with a focus on Education, Health and Justice. The mission of CHIME FOR CHANGE is to convene, unite and strengthen the voices speaking out for girls and women around the world.

“I am truly honored to partner with Gucci and be part of the CHIME FOR CHANGE movement,” said Joanne Crewes, CHIME FOR CHANGE Advisory Board member and President of P&G Prestige.

“I Chime for education. There has never been a moment like NOW for change, as the power of media, social media and the internet means that people from every walk of life can be inspired by progress in women's empowerment, as well as understand the inequalities facing women in society today.

"The P&G company is committed to touching and improving lives every day. We serve around 4.8 billion people a day. If we can motivate just a fraction of these people to join the CHIME FOR CHANGE movement through Gucci fragrances, we can help build momentum in the movement to drive positive change. “

The campaign is particularly focused on pursuing innovative and unexpected approaches to raise funds and awareness for girls’ and women’s empowerment. CHIME FOR CHANGE is powered by Catapult, the first crowd-funding site where people can make real change happen for girls and women.

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