Awareness actions

A movement in favour of girls’ and women’s empowerment launched by GUCCI

Co-founded by Salma Hayek-Pinault, Frida Giannini (both members of the Foundation’s Board of Directors) and Beyoncé Knowles-Carter, CHIME FOR CHANGE intends to foster empowerment via access to education, health and justice for girls and women around the world. CHIME FOR CHANGE has a dual goal which intends to achieve by leveraging the power of social media to publicise its campaign:

  • Raising awareness via short films and an editorial platform;
  • Raising funds via, the first online crowdfunding platform dedicated to the cause of women.

As a culmination of the project, a concert entitled “The Sound of Change Live” hosted on 1st June 2013 in London (with live broadcast across the world) has put girls’ and women’s issues on the world’s stage and raised broad public awareness of the cause. Beyoncé, Jennifer Lopez, Timbaland, Laura Pausini, Florence & the machine and many others have lit up the Twickenham stadium with a strong message of support towards NGOs fighting for education, health and justice for girls and women’s. Between each performance, provocation films promoting women’s rights have been unveiled. All of them have beneficiated from the expertise of the actress and producer Salma Hayek-Pinault. Madonna, Blake Lively or Halle Berry, committed masters of ceremonies, have also called for mobilisation and action, inviting each of us to support NGOs via, the first crowd-funding platform dedicated to advancing the lives of girls and women: the 50 000 people who have attended the show have received a voucher in exchange of their ticket to make a donation to the NGO project they want to contribute to. Six NGOs supported by the Kering Foundation had the opportunity to gain from crowd funding: Planète Enfants, Médecins du Monde, AFESIP, Equilibre & Populations, Samusocial International and Pesinet. More than 4 million dollars in total have been collected to be donated to NGOs on

As a strategic partner of CHIME FOR CHANGE, the Kering Foundation contributes to the movement by sharing its network of partner NGOs, experts and committed artists. It also contributes its expertise to ensure that combatting violence against women is at the core of the project. The Kering brands have utilized their Facebook and Twitter accounts to publicise the campaign as widely as possible.

Partenaire stratégique de CHIME FOR CHANGE, la Fondation contribue au mouvement en partageant son réseau d’ONG, d’experts et d’artistes engagés. Elle apporte son expertise pour que la lutte contre les violences faites aux femmes soit au cœur du projet. Les marques du Groupe mettent à disposition leurs réseaux sociaux pour diffuser largement la campagne.

« 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 ».
Frida Giannini, member of the Foundation’s Board of Directors and Creative Director, GUCCI.

Women's and girls' empowerment
Start date:
February 2013