Jeans for Genes Campaign
The Jeans for Genes campaign is the charity Genetic Disorders UK’s most high-profile, annual, fundraising event which raises awareness of genetic disorders in the UK. The campaign raises millions of pounds each year which is used to support the thousands of children that are living with a genetic disorder. As part of this initiative, Jeans for Genes Day takes place in September, whereby schools and offices throughout the UK are encouraged to wear their jeans in return for a donation.
To raise awareness of Jeans for Genes Day 2014 by:
Securing interview opportunities for celebrity ambassadors and product placement opportunities for relevant Jeans for Genes merchandise.
Coordinating the media placement of Jeans for Genes charity case studies, to drive awareness and sign-ups for Jeans for Genes Day 2014.
Organising and executing a launch party, to enhance media interest and secure coverage opportunities in the lead up to Jeans for Genes Day 2014.
Originality and Creativity
To appeal to a broad range of media, PHA worked with case studies and their families to put together accurate and newsworthy first person accounts of living with a genetic disorder. PHA managed press liaison to ensure coverage was accurate, and handled sensitively.
Using our knowledge of events and contacts, PHA secured a prime, London location for the launch party, ChinaWhite. We worked closely with the venue team to brand the location and ensure key messages were promoted.
Strategy and Implementation
PHA worked alongside the Jeans for Genes in-house press team, to devise a press plan and timeline of activity for targeted media. Relevant Q&A opportunities for celebrity ambassadors were identified and copy approval was obtained to ensure Jeans For Genes credits, campaign images and key messages were included. PHA organised a party to kick start the campaign and co-managed media partnerships prior to the event. With case studies, PHA negotiated Jeans for Genes Day fundraising credits for all coverage achieved and worked closely with the press to ensure case studies were happy with the published material.
Results and Evaluation
The campaign was extremely successful. Over a five month period, 199 pieces of coverage were achieved across the across broadcast, national, regional, online and consumer media as well as tweets from various celebrities. These included spreads in the Daily Telegraph, Daily Mirror and Fabulous magazine as well as coverage in titles such as Vogue and Harper’s Bazaar.