The global Gucci/UNICEF partnership began in 2005, when Gucci introduced the first annual Gucci Campaign to Benefit UNICEF. In this campaign, Gucci stores in over 20 countries donate a percentage of sales from a special group of products to support UNICEF programs for orphans and children affected by HIV/AIDS in sub-Saharan Africa.
Each year, Gucci has intensified the company’s commitment to UNICEF and to saving and improving children’s lives by expanding the annual campaign and introducing significant new initiatives to support the partnership.
2005-2008
THE GUCCI CAMPAIGN TO BENEFIT UNICEF
Since 2005, Gucci Creative Director Frida Giannini has designed an exclusive accessories collection dedicated to the Gucci Campaign to Benefit UNICEF. Gucci stores worldwide donate a percentage of sales from a special group of products devoted to the UNICEF partnership. The Gucci campaign has consistently supported UNICEF programs in Malawi and Mozambique, where over one million children have been orphaned by the HIV/AIDS pandemic.
In 2007, Frida Giannini created a special product to extend the company’s commitment to UNICEF throughout the year. The exclusive ‘Gucci for UNICEF’ Indy bag was launched in November 2007 and was dedicated to UNICEF for one full year to increase its fundraising potential. The donation from this special edition Indy bag (25% of sales) supported critical treatment and prevention programs for children affected by HIV/AIDS in Malawi and Mozambique.
For the 2008 initiative, Gucci announced the launch of the white TATTOO HEART COLLECTION, together with a landmark advertising campaign devoted to the company’s unique global partnership with UNICEF. Award-winning musical artist Rihanna will star in an unprecedented international advertising campaign to highlight the 4th annual Gucci Campaign to Benefit UNICEF.
Gucci will continue to donate 25% of retail sales from the dedicated collection in Gucci stores in over 20 countries, from November 19, 2008, through January 31, 2009. In keeping with the tradition of the first three years of the campaign, the 2008 donation will support UNICEF programs that provide lifesaving health care, protection, clean water, and education to children in Malawi and Mozambique.
