Gucci's campaign CHIME brings new fund raising initiatives

08 Mar '14

4 min read

On the eve of International Women’s Day, CHIME FOR CHANGE, the global campaign for girls’ and women’s empowerment founded by Gucci, has launched important new strategic initiatives to further raise funds and awareness for issues affecting girls and women worldwide.

Since its launch at the TED2013conference in February 2013, CHIME FOR CHANGE has focused on the power of technology to create change, including through its strategic partnership with crowd-funding platform, Catapult, which serves as the campaign’s donation platform.

Other strategic partnerships and an emphasis on social media activation have helped spread the message of girls’ and women’s empowerment to a global audience. To date, the campaign has raised more than $4.75 million, helping to fund more than 280 projects in 81 countries across 87 non-profit campaigns.

Building on this technology focus, CHIME FOR CHANGE celebrates the launch of its new app,which will help the campaign continue to unite, convene and strengthen the voices calling for change for girls and women. The app will enable supporters to lend their voices by issuing #CHIMEIN messages, and to further create change by funding projects supporting girls and women through Education, Health, and Justice.

Gucci Creative Director and CHIME FOR CHANGE co-founder Frida Giannini, said:“Since launching CHIME FOR CHANGE last year, we have raised significant funds and awareness for girls and women around the world, but our work has only just begun. We believe in the power of technology and partnerships to drive change, as we are all stronger together. With the launch of this app, we are calling on our community to lend their voices – together, we can call for change in the loudest voice possible.”

CHIME FOR CHANGE co-founder Beyoncé Knowles-Carter created a signature bell sound for the new app, lending her vocals from “Pretty Hurts.” By sharing her voice, she is calling on others around the world to #CHIMEIN: “I am honored to be a part of the continuing work of CHIME FOR CHANGE on behalf of women and girls around the world, and especially at this time to mark International Women’s Day.”

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