Gucci’s Anti-Harassment Video Goes Viral


Earlier this year, Gucci announced Chime For Change, a global initiative to raise funds and awareness for girls’ and women’s empowerment. With support from co-founders Frida Giannini and BeyoncĂ© Knowles-Carter and participants like Salma Hayek Pinault, the initiative has been coming along nicely through concerts, short films and more.

The campaign isn’t just out to promote Gucci or itself—it’s also working with other grassroots campaigns that share its values. Campaigns like the Everyday Sexism Project, which seeks give women an outlet for the sexual harassment they encounter every day. To that end, Gucci commissioned a short documentary on Everyday Sexism to play at its most recent Chime for Change concert in London.

It also shared that video online, at which point it found its way onto Upworthy, a site that spreads videos of ‘things that matter,’ and started making the rounds online. Not only did it get hundreds of thousands of views, it also brought a ton of attention to the Everyday Sexism Project, to its #shoutingback Twitter tag, to Gucci and to Chime for Change.

You can watch the short version below, or the extended cut here. Be warned, some of the stories shared in the film are graphic and might be considered not safe for work, or possibly triggering.

#SHOUTINGBACK from AMOS PICTURES on Vimeo.


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