At the TEDxWomen event held in Long Beach, California on February 28, 2013, Gucci announced the launch of "CHIME FOR CHANGE," a global campaign to raise funds and awareness to protect and support the rights of girls and women around the world. The three founders of the campaign are Gucci Creative Director Frida Giannini, artist Beyoncé Knowles-Carter, and actress Salma Hayek Pinault, all mothers of one daughter. Salma Hayek took the stage on TEDxWomen's behalf to announce the launch of "CHIME FOR CHANGE" through 10 short films narrated by herself and accompanied by music by Beyoncé. The campaign partners with Catapult, the first crowdfunding platform launched solely with the purpose of improving the lives of girls and women worldwide, and calls on people around the world to support projects that support girls and women. "We are at a critical time in the history of girls' and women's empowerment. Now is the time for girls and women to understand and embrace their potential. I hope that through CHIME, the voices calling for change will grow louder and stronger than ever before," said Frida Giannini. A global event will be announced in mid-March to bring girls' and women's issues to the world stage. Gucci has a long history of supporting women, including a seven-year partnership with UNICEF to support girls' education and the founding of a women's film award. Gucci is also an active supporter of the PPR Foundation for the Dignity and Rights of Women, with Frida Giannini and Salma Hayek serving as its board members.