Children’s Medical Research Institute launches new ‘Jeans for Genes’ campaign via March One

Paediatric medical research organisation Children’s Medical Research Institute (CMRI) has today launched its new-look Jeans for Genes campaign via March One that is a powerful call to action from children to “fight with me, fight for me” in the battle against genetic diseases.

March One was appointed in January this year by Children’s Medical Research Institute (CMRI) to refresh the iconic fundraising campaign Jeans for Genes as it celebrates 25 years of uniting Australians in denim to find a cure for genetic diseases.

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Children’s Medical Research Institute’s head of marketing and communications, Lorel Colgin, said this year’s Jeans for Genes campaign aims to remind Australia what it’s all about – the one in 20 kids facing genetic diseases and other serious conditions – and the need to find ways to prevent or cure genetic diseases to create a brighter future for all children.

Says Colgin: “Over the years Australians have forgotten that Jeans for Genes is about something more than wearing denim, so we needed to reconnect people to the cause. The latest campaign does that by representing children not as victims but inspired individuals who have incredible strength, even in the face of adversity. We hope this shift will connect and motivate Australians to join them in finding cures.”

March One has created a TVC that features four children dealing with genetic diseases including cancer, autism, cystic fibrosis and a metabolic disorder called LCHAD deficiency.

Henry is a six-year-old with LCHAD deficiency, and his mum Jessica explains why she was happy for him to be involved: “I really like the message it’s conveying, because I think kids are very resilient, and one thing Henry has shown me is that no matter all the things he goes through in life, he keeps on going. I really wanted to see that message shared.”

Creative director and owner of March One, Ben Coverdale, believes portraying kids as vulnerable or helpless is no longer appropriate.

Says Coverdale: “Today we see children giving TED talks, becoming entrepreneurs or activists, even creating businesses, so by representing children as needing to be saved is out of step with how we see them. The new campaign gives them a voice and represents children as capable little humans who simply need everyday Aussies to fight alongside them as they bravely battle genetic diseases.”

Quinn is just six years old and restricted to a wheelchair due to Mucolipidosis. His mum Sasha explains that the campaign is giving him back some power: “Our children don’t always have a voice to speak up for themselves, and when you have a campaign that’s behind them saying, ‘we’re a community that can get behind kids who can’t speak for themselves and help them in any way we can,’ it’s comforting.”

Says Dana Elliott, brand marketing manager, CMRI: “The launch of this campaign is an exciting time for CMRI. Through extensive market testing we’ve been able to create a campaign that connects to our target audience and communicates clearly that it’s the kids with genetic diseases who are at the centre of our research efforts here at CMRI.”

The new-look Jeans for Genes campaign is a multi- platform execution with the TVC airing across the MCN Network and radio ads across the ARN Network. The high impact ads will be appearing across key out-of-home sites nationally, leading digital platforms including Nine Digital, ARN Network, Bauer Media and in leading women’s and lifestyle titles such as Australian Women’s Weekly, Woman’s Day, Good Health, OK!, NW and Take Five as well as social.

To view the latest Jeans for Genes campaign and to donate, go to: www.jeansforgenes.org.au.