Lately, the Italy-based luxury fashion house Gucci joined hands with actress Salma Hayek Pinault and singer Beyoncé Knowles, to launch a new global campaign ‘Chime for Change’, to raise funds and awareness for girls’ and women’s empowerment.The initiative was launched by Salma Hayek at TED 2013 where she presented the first of ten Chime for Change short films, with music by Beyoncé and narration by the actress herself. The film that tells the story of Nigerian democracy activist Hafsat Abiola is an extended trailer for The Supreme Price, a 2012 Gucci Tribeca Documentary Fund recipient and winner of the Spotlighting Women Documentary Award.The campaign serves to convene, unite and strengthen voices speaking out of girls and women around the world and will focus on three key pillars – education, health and justice. Moreover, it also aims to encourage people throughout the world to support girls’ and women’s projects in a personalized individual way.
About the campaign Gucci Creative Director and Chime for Change co-founder Frida Gianni said, “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.”
