UNICEF's corporate partnerships

International partnerships: Gucci

© Gucci

Gucci JOY BAG

2009 marks the fifth anniversary of the global Gucci/UNICEF partnership, which 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.

2005-2009
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 this special collection dedicated to the UNICEF partnership.  The Gucci campaign has consistently supported UNICEF programs in Malawi and Mozambique, and in 2009 will expand to support programs in South Africa.  Collectively, over 2.3 million children have been orphaned by the HIV/AIDS pandemic in these three countries. Funds generated from sales in China support UNICEF programs for children affected by HIV/AIDS in China.

For the 2009 campaign, Giannini commissioned acclaimed Fashion Director, author and illustrator Michael Roberts to create a new children's book entitled Snowman in Africa. The book will be sold exclusively in Gucci stores and on Gucci.com from November 16 - December 31, 2009.  Gucci will donate 100% of the $25 retail price of the book to UNICEF.

Taking inspiration from Michael Roberts’ illustrations, Giannini has also designed exclusive Gucci accessories including handbags, charms and small leather goods, as well as a Gucci Gift Card to benefit UNICEF. The special edition Gift Card is new to this year’s campaign, and ranges in value from $50 - $5,000. Gucci will donate 25% of the retail price of the dedicated accessories collection and special edition Gift Cards to UNICEF.

© Gucci

2007-2009
GUCCI FOR UNICEF
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. 

For 2009, Giannini designed the special edition 'Gucci for UNICEF' Baboushka bag.  This tote is available in Gucci stores in over 20 countries and at gucci.com. Launched on February 1, 2009, Gucci will donate 25% of the retail price for each bag sold through January 31, 2010 to UNICEF.

RESULTS
The annual Gucci Campaign to Benefit UNICEF has consistently supported education, healthcare, protection and clean water programs for orphans and children affected by HIV/AIDS in sub-Saharan Africa. In this five-year period, Gucci has succeeded in committing over $7 million to UNICEF, resulting in Gucci’s current status as the largest corporate donor to UNICEF’s ‘Schools for Africa’ campaign.  ‘Schools for Africa’ is a joint campaign established in 2004 by UNICEF, the Nelson Mandela Foundation, and the Hamburg Society.  The initiative aims to increase access to quality basic schooling for all, with a special emphasis on helping the most disadvantaged – including children orphaned by HIV/AIDS and children living in extreme poverty.

The 2009-10 the ‘Gucci for UNICEF’ Baboushka bag will also support UNICEF’s ‘Schools for Africa’ initiative.  Funds from each 2007-8 ‘Gucci for UNICEF’ Indy bag provided medicines to keep 250 HIV-positive or HIV-exposed infants in Malawi healthy for one year or therapeutic nutrition to strengthen five HIV-positive children in Mozambique.

A NIGHT TO BENEFIT MALAWI AND UNICEF
The evening of February 6, 2008, Gucci presented a major fundraising event in New York.  Co-chaired by Gucci’s Creative Director, Frida Giannini, the evening was dedicated to raising funds and awareness for orphans and children made vulnerable by HIV/AIDS in sub-Saharan Africa.  Through ticket sales and a live auction, the event successfully raised a total of approximately $2.7 million to benefit UNICEF’s ‘Schools for Africa’ program.

Collectively Gucci’s total commitment to UNICEF to date reaches over $7 million through a variety of cause-marketing campaigns, grants, and events and the company is currently one of UNICEF’s largest international corporate supporters. For more info, please visit www.gucci.com/unicef.

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