Chime for change, founded by gucci
Chime for Change is a global campaign to raise funds and awareness for girls and women around the world.
The campaign's two pronged approach - using celebrities to drive awareness and a digital platform to connect donors with specific projects - created a highly visible, yet financially transparent movement that has gathered over 1 billion media impressions to date.
By choosing an issue they feel strongly about, Gucci customers could channel their donation to a specific project, enabling it to go live if funded all the way.
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Social change
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Copywriting
Research
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Mother London
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.
