CHIME FOR CHANGE is a global campaign founded by Gucci in 2013 to convene, unite and strengthen the voices speaking out for gender equality.

To date, the campaign has raised more than $15 million to support projects and advocacy in 89 countries. Through the funding of 430 projects with 156 partners, CHIME FOR CHANGE’s support has directly benefited more than 570,000 girls and women globally, and reached more than 3 million family and community members.

CHIME FOR CHANGE believe that connection empowers us. That every voice matters. That each one of us is needed to achieve change; that we can do extraordinary things when we gather together. CHIME FOR CHANGE helps film-makers and change-makers around the world to create projects to support to help raise the next generation of leaders in the fight for gender equality.

We are living in times of an increasingly rigid political agenda… one that demands less mixing of identities and freedom of movement.

'The Future is Fluid' represents voices from Brazil, Canada, India, Italy, Singapore, South Africa, the UAE, the United Kingdom and the United States. All of the nationalities featured in the film, currently sit outside the top ten of the global Gender Equality Index.

One segment of the film was shot in Brazil, as the country voted in President Bolsonaro, whose election campaign promised to favour “Christian values” over the rights and protections of LGBTQ citizens. Filming on location in Sao Paulo, the fears of the LGBTQ citizens were apparent, as was the importance of making a film to give people a voice.

The Future Is Fluid tells a story of blurred lines and borders, a story that lives in the spaces between—between languages, cultures, time zones, and binaries. A story told by the voices of the next generation. Voices that represent this generation’s tenacity, curiosity, empathy, optimism, and hope. Voices that are (re)presenting and (re)defining our world through a prism of fluidity. Voices that are our future.

The film needed to be unbound by location or structure; to be borderless and genreless, united by the infinite possibilities and potential of gender. The film needed to inspire and inform, and ultimately document the freedom, energy and potential of life unconstrained by the expectations of gender.

The film coincided with the release of a report from Irregular Labs.

The report found that 2% of Gen Zs strongly agree that if an organization is dedicated to fighting for the rights of girls and women, it has a responsibility to also support other genders and marginalized groups; 53% believe that being female and being feminine are different things, 71% who identify as female feel pressure to present themselves as "feminine," and only two thirds of Gen Z identify as 'exclusively heterosexual'.

The film was made for Gen Zs and anyone older who needs to understand that in Gen Z's hands, the world is evolving rapidly--old rules are being challenged, binaries, gender and beyond) are dissolving, and new worlds are being built.

Rather than be bound by location, the idea was that the film will be a stunning visualization of the freedom of life without binaries. As Irregular Lab’s research shows, gender is increasingly understood to be fluid and unfixed. But what does that freedom look like?

The film was shot in locations across the UK, Brazil, India, Italy, South Africa, with submission from across the Middle East.

Traditional documentaries have shown gender nonconformity as a subculture, a trend or an alternate way of life. However, our creative documentary goes beyond that. We wanted to show this as a global movement that the youth are leading.

The film premiered during the Sundance Film Festival, and was accompanied by a panel discussion featuring The Future is Fluid director Jade Jackman alongside activists Jules Spector and Sage Grace. Ariel Wengroff, Publisher of Broadly and Executive Producer at Viceland, moderated the discussion tacking subjects of community, family support and self-expression among Gen Z.

It was supported by a Chime For Change collaboration with Italian visual artist MP5, who created a new campaign cover, displayed on Gucci’s ArtWalls in London, Milan, New York, Taiwan and Hong Kong. The ArtWalls featured the silhouettes of human figures standing together without any identifiable features that could associate them to any gender, stereotypes, or labels.