Chime for change, founded by gucci
Chime for Change was a Gucci-founded campaign to unite and amplify voices speaking out for gender equality. Its ambition was not just awareness but action — connecting donors directly to specific projects, making the giving transparent, personal and accountable.
Working at Mother London, I contributed multi-channel storytelling that helped a global luxury brand become a credible vehicle for social change — a translation challenge as much as a creative one. The work required understanding how to move across cultural boundaries without losing specificity, and how to make a global cause feel personally relevant to millions of different people simultaneously.
the approach
A campaign reaching a billion people is not really one campaign — it's thousands of micro-moments of recognition, each landing differently depending on who's receiving it.
Working on Chime for Change at Mother London was my first real lesson in the relationship between scale and specificity: the bigger the audience, the more precisely you need to understand the individual human at the centre of it. Gender equality isn't an abstract cause. It's every woman negotiating her place in a world that wasn't designed with her in mind.
project impact
The campaign reached over one billion people globally. Over 500 projects in 89 countries were supported, making it one of the most significant commercial campaigns for gender equality of its era.