For the past few days, I have been taking in news stories that feature glossy and celebrity packed images of Beyonce, her Boo and her buddies for the Sounds of Change concert to benefit the Chime for Change initiative. Not one of the stories has gone beyond the glitz to really explain what all of the chiming is about.
Shoot, even Beyonce’s website simply states, Chime for Change, founded by Gucci, is a new, global campaign focused on girls’ and women’s empowerment. It serves to convene, unite and strengthen voices speaking out for girls and women around the world, and to raise funds for non-profit organizations pursuing change.
She then directs to the Chime for Change Facebook page.
I did some more digging and found that even Gucci’s website doesn’t do a good job explaining what the campaign actually is or what the goals are.
Well after much research, I found out Sound of Change was broadcast to more than 150 countries across the world. Aside from raising over $4m, which will fund approximately 200 projects in 70 countries (please don’t ask which ones), the concert, attended by more than 50,000 people, was meant to put issues such as genital mutilation, domestic violence, maternal death and adult illiteracy on the news agenda.
Chime for Change was founded by Gucci’s designer Frida Giannini, and her friends Beyoncé and Salma Hayek, focuses on improving education, health and justice for women around the world.
Besides Beyoncé, Jessie J, Rita Ora, Haim, Ellie Goulding, Jennifer Lopez and Florence Welch took to the stage to champion the cause. Other celebrity endorsements came from Madonna, Katy Perry, Halle Berry, Jada Pinkett Smith, Julia Roberts, Gwyneth Paltrow and Cameron Diaz, who all are featured in videos explaining why they support the movement, making Chime for Change seem like a grown-up version of girl power.
I ask: What about the organizations involved? The programming? How can people really be inspired to change things beyond ‘liking’ pictures and then downloading a popstar’s latest single?
I can’t help but feel that a huge opportunity to truly engage people beyond a donation or a concert was and is sorely missed here. But, I will assume that there will be plenty more chiming on the way and I just might be proven wrong.