Beyoncé, Salma Hayek and Frida Giannini launch Gucci's 'Chime For Change' campaign Backed by Gucci, Beyoncé Knowles, Salma Hayek and the brand's creative director Frida Giannini launch Chime For Change, a global campaign for women's empowerment. Beyonce Knowles, Salma Hayek Pinault and Gucci creative director Frida Giannini have joined forces to co-found Chime For Change, a new global campaign to raise funds and awareness for girls' and women's empowerment, backed by Italian fashion house Gucci. The initiative will be formally announced by Hayek Pinault at the TEDxWomen luncheon in California today, where she will also present the first of 10 short films produced for the campaign. READ: Gucci creative director Frida Giannini expecting first child Chime For Change serves to "convene, unite and strengthen voices speaking out for girls and women around the world and will focus on three key pillars: Education, Health and Justice" "This is the emergency and the opportunity of today," says Frida Giannini, who is currently pregnant with her first child. We have reached a significant moment in the history of girls' and women's empowerment and now is the time for change. I think it is essential for girls and women to see and celebrate what is possible. I hope that through CHIME we can help the voices calling for change to become so loud that they cannot be ignored. The three co-founders are joined by an 'Advisory Board' of issues experts, advocates and global leaders, including former Prime Minister Gordon Brown and his wife Sarah, Jada Pinkett Smith, Julia Roberts, Meryl Streep and Archbishop Desmond Tutu. READ: Salma Hayek: 'my fashion mogul husband still pays for all my clothes' Beyoncé Knowles, who is mother to one-year-old daughter Blue Ivy, said: "I have always felt strongly about equal opportunity for women. Girls have to be taught from early on that they are strong and capable of being anything they want to be. It's up to us to change the statistics for women around the world. I'm honoured to be in the company of women who live fearlessly and set an example for the next generation of young ladies. Although no fundraising initiatives have been announced as yet, a major announcement will be made in mid-March regarding a global event that promises to put girls' and wonen's issues on the world stage.