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The COVID-19 pandemic or the Novel Coronavirus has single-handedly killed a massive number of people globally, crippled the world economy, with no end in sight. Countries like Italy, Spain, China, UK and USA are amongst the worst affected. In times like these, many luxury retailers are donating millions as aid money or funds to researchers looking for a cure. One amongst them is Gucci, which has announced a donation of €2 million to fight the pandemic. This amount will be donated to two separate crowdfunding campaigns, locally, in Italy, where the company is based, for the Italian Civil Protection Department (Protezione Civile) in partnership with Intesa Sanpaolo, and globally, for the COVID-19 Solidarity Response Fund in support of the World Health Organization, through a matching campaign with Facebook. 
Gucci flagship store in Milan
Gucci flagship store in Milan
This initiative comes after Kering, Gucci’s parent company, donated in China, Italy and France and also took upon itself the production of over 1 million masks and gowns for healthcare personnel. As for Gucci, it will donate €1 million to Italy’s National Civil Protection Department through Intesa Sanpaolo’s ForFunding crowd-funding platform. These funds will be allocated to reinforce Italy’s health services and organizations managing the emergency, with the creation of new ICU beds as a priority. The remaining €1 million will be contributed by the brand to the United Nations Foundation’s COVID-19 Solidarity Response Fund in support of the World Health Organization (WHO) through a Facebook US$10 million matching fundraiser. 
The Solidarity Response Fund aims to support WHO’s lifesaving work across countries, including tracking and understanding the spread of the virus, to strengthen patient care and ICUs, to improve supplies for health personnel including protection devices, and to accelerate the development of vaccines and therapies. Since its launch less than two weeks ago, the Solidarity Response Fund has attracted donations from more than 2,00,000 people worldwide and from some of the biggest companies. The House’s other social media channels and Gucci.com will also feature links to donate to both crowdfunding initiatives. “We Are All In This Together” is the call to action that will accompany Gucci’s crowdfunding campaign along with an illustration gifted by Rome-based artist MP5, depicting a person holding their hand to their heart in a symbol of solidarity. Starting from March 27, Gucci will also put its social media accounts, with over 70 million followers, at the disposal of the World Health Organization, to help in amplifying official public service information to protect the health, safety and well-being of the community. 

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