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FEMALE POWER: Chime for Change unveiled a new partner — Kellogg Co., via its Special K brand — and an app during a press conference Friday at the Royal Monceau-Raffles Paris hotel. Founded by Gucci, Chime for Change aims to empower women. “With Kellogg’s Special K, we have the possibility to enter 25 million households in Europe,” said Frida Giannini, the organization’s cofounder.
Chime for Change’s other partners include Twitter, the Kering Foundation, the Bill and Melinda Gates Foundation and Facebook.
This story first appeared in the March 10, 2014 issue of WWD. Subscribe Today.
“We will use the powerful assets of the brand to engage the Special K community,” Peter Soer, vice president of marketing for Kellogg’s Europe, told WWD. He added this is to include advertising, in-store presence and product packaging.
Journalist Mariane Pearl, feminist writer Laura Bates and François-Henri Pinault, chairman and chief executive officer of Gucci’s parent company Kering, also attended the event, which took place the day before International Women’s Day.
Chime for Change’s new app, which features the voice of Beyoncé Knowles-Carter, was available starting Friday. It comes in four languages — English, Italian, French and Spanish — and is downloadable free from iTunes. In keeping with the “chime” theme, users can shake their phone to activate the sound and visual image of a ringing bell. Among the app’s features is a map allowing people to connect with others “chiming in” and to see the location of projects the association backs.
Chime for Change, also cofounded by Salma Hayek Pinault and Knowles-Carter, has raised more than $4.8 million to date that has helped fund 280 projects in 81 countries.
The organization also presented a short film called “#Shoutingback,” featuring Bates, ahead of an event at the United Nations on Monday about sexism and the impact it can have on women’s lives.
Also on the women front, François-Henri Pinault the night before hosted a screening of the premiere of “Brave Miss World,” a documentary charting the painful yet inspiring recovery of Israeli model Linor Abargil, who was raped six weeks before she was crowned Miss World in 1998, and who would go on to become a high-profile campaigner against sexual assault. The film relates how women in South Africa are more likely to be raped than educated, and how elite American colleges ignore an epidemic of violence against female students.