Partner since 2005

The global Gucci/UNICEF partnership began in 2005, when Gucci introduced the first annual Gucci Campaign to Benefit UNICEF. For 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. 

The Gucci Campaign to Benefit UNICEF: 2005-2009

Since 2005, Gucci Creative Director Frida Giannini has designed an exclusive collection of accessories dedicated to the Gucci Campaign to Benefit UNICEF each year. 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 percent of the retail price) supported critical treatment and prevention programs for children affected by HIV/AIDS in Malawi and Mozambique.

© Gucci

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 starred in an unprecedented international advertising campaign to highlight the 4th annual Gucci Campaign to Benefit UNICEF.

From November 19, 2008, through January 31, 2009 Gucci donated 25 percent of the retail price from the dedicated collection in Gucci stores in over 20 countries. 

In Gucci's latest tribute to UNICEF, Creative Director Frida Giannini has designed the special edition Baboushka bag. The 'Gucci for UNICEF' Baboushka bag—a stud–trimmed tote in a glossy crystal GG fabric—is available in Gucci stores in over 20 countries and at gucci.com. For one year (starting February 1st, 2009), Gucci will donate 25% of the retail price for each bag sold.

Results

Funds from the 2005-2009 holiday campaigns continue to help support important UNICEF programs in Malawi and Mozambique. 

• In Mozambique, Gucci’s funds support UNICEF’s Child-Friendly Schools which aim to improve the quality of education provided in primary schools by training teachers and community works to help all children to attend school and complete each grade, as well as to create child-friendly and safe school environments where care and support, particularly for orphaned and other vulnerable children, can be provided.
• In Malawi, the funds focus on support to HIV positive children through Community-Based Child Care centers which provide special programs to orphans and vulnerable children under age five, as well as through “children’s corners” which provide psychosocial support to children between 6 and 18 years of age. Gucci also supports Child-Friendly School programs in Malawi.
• In addition, funds from each "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.

February 6, 2008, Fundraising Event:
A Night to Benefit Raising Malawi and UNICEF

On 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. “Schools for Africa” is a joint campaign founded in 2004 by UNICEF, the Nelson Mandela Foundation, and the Hamburg Society. The program aims to increase access to quality basic education for all children, with a special emphasis on helping the most disadvantaged—girls, orphans, children living in extreme poverty and other vulnerable children.

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 gucci.com/unicef.