# Awareness-Raising High Fashion Collaborations Gucci and WHO Partner to Alleviate Financial Stress By Kalin Ned | Published 2020-03-30 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/alleviate-financial-stress References: [designtaxi](https://designtaxi.com/news/409246/Gucci-Uses-Its-Meme-Skills-To-Raise-COVID-19-Awareness-With-The-WHO/) & [twitter](https://twitter.com/gucci) Gucci and [World Health Organization](https://www.trendhunter.com/trends/charitable-scented-candle) partner to help the fight against the COVID-19 pandemic and alleviate financial stress for those suffering most. The collaboration is donation based and the high-fashion brand has pledged to donate over $2.2 million USD to the [Italian Civil Protection Department](https://www.trendhunter.com/trends/italian-cuisine) and the [United Nations](https://www.trendhunter.com/trends/united-by-vanity) COVID-19 Solidarity Response Fund. Both are crowdfunding campaigns. Gucci and WHO are ACTIVELY encouraging individuals to partake if their situation allows them to in the various relief efforts. The fashion brand has began boasting the crowdfunding campaigns through Instagram with the donation sticker. To draw attention to its efforts to alleviate financial stress, Gucci launches this playful graphic which is relatively simple but gets the point across and builds on a particular branding aesthetic. Image Credit: Gucci ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 31% | Activity: 47% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Charity](https://www.trendhunter.com/charity) ## Key Themes ### Why This Trend Is Growing - **COVID-19 Relief Collaborations:** Collaborating with global organizations to support COVID-19 relief efforts through donations and fundraising using creative branding aesthetics. - **Donation-based Campaigns:** Creating donation-based campaigns to combat socio-economic challenges and supporting the fight against global pandemics. - **Social Media Activism:** Encouraging individuals to participate in relief efforts through transparent and accountable social media activism. ### Industries Being Reshaped - **Fashion:** Fashion brands partnering with global organizations to support the fight against global pandemics and socio-economic challenges through donations. - **Non-profit:** Non-profit organizations collaborating with fashion brands to create donation-based campaigns for global relief efforts. - **Social Media:** Social media platforms providing tools such as donation stickers to support global relief efforts and promoting transparency and accountability in social media activism. ## Related on Trend Hunter - [Collective Brand Identity-Promoting Campaigns](https://www.trendhunter.com/trends/la-famiglia-campaign.md) - [Brand-Led Disaster Relief Efforts](https://www.trendhunter.com/trends/disaster-relief-efforts.md) - [Mental Health Awareness Totes](https://www.trendhunter.com/trends/hearttote.md) - [Branded Warm Clothing Donations](https://www.trendhunter.com/trends/heart-of-lifewear.md) - [Luxury Valentine’s Day Campaigns](https://www.trendhunter.com/trends/together-valentines-day.md) - [Child Protection Partnerships](https://www.trendhunter.com/trends/national-childrens-alliance.md) - [Charitable AIDS-Focused Medical Scrubs](https://www.trendhunter.com/trends/hivaids-prevention.md) - [Tech Brand HIV/AIDS Campaigns](https://www.trendhunter.com/trends/apple-pay-donations.md) - [Collaborative Archival Campaigns](https://www.trendhunter.com/trends/90s-collection.md)