Gucci has launched a new global campaign for girls and women’s empowerment led by Frida Giannini, Beyoncé Knowles-Carter and Salma Hayek Pinault. Titled Chime for Change it is a new global campaign to raise funds and awareness for girls’ and women’s empowerment. Representing fellow co-founders Frida Giannini and Beyoncé Knowles-Carter, Hayek Pinault presented a short film that she narrated, with new music by Beyoncé.
Hayek Pinault will also present the first of ten Chime for Change short films, an extended trailer for The Supreme Price produced and directed by Joanna Lipper.
The film tells the story of Nigerian democracy activist Hafsat Abiola, and is a 2012 Gucci Tribeca Documentary Fund recipient and winner of the Spotlighting Women Documentary Award.
More than just raising awareness this initiative through its partner Catapult, encourages people throughout the world to support girls’ and womens’ projects in a personalized, 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 to community members directly to organizations and projects focused on the causes that matter most to them, and currently represents over 50 organisations in 38 countries.
“This is the emergency and the opportunity of today. We have reached a significant moment in the history of girls’ and women’s empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through Chime we can help the voices calling for change to become so loud that they cannot be ignored," said Gucci Creative Director and Chime for Change co-founder Frida Giannini.
“I am proud to be joining the growing international movement on behalf of girls and women around the world,” said Salma Hayek Pinault, co-founder of Chime. “I believe that by working together we can change the course of history to ensure that girls and women are empowered to realize their potential and thrive.”
Co-founder Beyoncé Knowles-Carter said: "I have always felt strongly about equal opportunity for women. Girls have to be taught from early on that they are strong and capable of being anything they want to be. It’s up to us to change the statistics for women around the world. I’m honored to be in the company of women who live fearlessly and set an example for the next generation of young ladies."
"I am convinced that across the planet, women are at the heart of the equilibrium of our communities. There is a need to transform words into action and find new ways to enable and empower girls and women,” said PPR Chairman François-Henri Pinault. “I am excited and proud that PPR, through Gucci and our Foundation, is able to support Chime for change. At PPR, women form the majority of our employees as well as the majority of our customers. I hope that this initiative, shared with other individuals and organizations, will contribute to making a change for the better for women and their communities around the world."
Chime for Change leadership is joined by an Advisory Board of issues experts, advocates and global leaders, including Hafsat Abiola, Muna AbuSulayman, Jimmie Briggs, Gordon and Sarah Brown, Lydia Cacho, David Carey, Joanne Crewes, Waris Dirie, Yasmeen Hassan, Arianna Huffington, Musimbi Kanyoro, John Legend, Pat Mitchell, Alyse Nelson, Sharmeen Obaid Chinoy, François-Henri Pinault, Jada Pinkett Smith, Julia Roberts, Jill Sheffield, Caryl Stern, Meryl Streep, and the Archbishop Desmond Tutu and his daughter Mpho Tutu, among others.