Gucci and Kellogg's Collaborate on 'Chime for Change' Campaign
Farida Helmy — March 19, 2014 — Social Good
Coming together to create awareness and speak out for girls and women around the world, Kellogg's has joined Gucci's humanitarian effort 'Chime for Change'.
Using Special K boxes as a canvas for inspiring messages on education, health and justice for girls and women globally, Gucci's Chime for Change and food giant Kellogg's are hoping to be able to get their message across to 25 million households from now until the end of 2015.
Founded by Gucci’s designer Frida Giannini five years ago to help women fight for their rights, the initiative has been a success having already implemented 280 projects in countries all around the world including Pakistan, India, Ireland, South Africa and the United States.
“Justice, education and health, those are the essential things to guarantee a human being’s integrity, And women still lack justice, they suffer from a number of health issues and educational issues. These are the most important elements ensuring people can grow,” says Chime for Change’s Managing Editor Marianne Pearl.
Using Special K boxes as a canvas for inspiring messages on education, health and justice for girls and women globally, Gucci's Chime for Change and food giant Kellogg's are hoping to be able to get their message across to 25 million households from now until the end of 2015.
Founded by Gucci’s designer Frida Giannini five years ago to help women fight for their rights, the initiative has been a success having already implemented 280 projects in countries all around the world including Pakistan, India, Ireland, South Africa and the United States.
“Justice, education and health, those are the essential things to guarantee a human being’s integrity, And women still lack justice, they suffer from a number of health issues and educational issues. These are the most important elements ensuring people can grow,” says Chime for Change’s Managing Editor Marianne Pearl.
Trend Themes
1. Humanitarian Branding - More brands will explore collaborations with charities and humanitarian initiatives as a way of demonstrating a commitment to social responsibility.
2. Socially Conscious Packaging - Brands will leverage their product packaging as an effective channel to communicate their social and environmental values to consumers.
3. Feminist Marketing - More brands will tap into the growing wave of feminism by creating campaigns and messaging that promote gender equality and women's rights.
Industry Implications
1. Consumer Packaged Goods - CPG brands can explore more ways to leverage their product packaging as an effective channel for cause-related marketing campaigns.
2. Fashion - Fashion brands can follow Gucci's example by collaborating with charities and organizations focused on empowering women and girls.
3. Nonprofit and Charitable Organizations - Nonprofit and charitable organizations can leverage corporate partnerships to broaden their reach, build awareness and drive fundraising initiatives.
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