Jeans for Genes

Driving sign ups for Genetic Disorders UK’s Jeans for Genes Day

Jeans for Genes Day is the annual fundraising campaign that encourages the nation to wear jeans and donate to Genetic Disorders UK, the national charity that supports individuals and families affected by a genetic disorder.

We have worked with Genetic Disorders UK on multiple campaigns over the years to raise awareness of Jeans for Genes Day which falls every September. Our most recent campaign for the charity focused on launching their partnership with Warner Bros UK. For the first time, Warner Bros UK. agreed on an exclusive charity partnership with Batman and Batgirl featuring on the limited-edition Jeans for Genes Day t-shirt with all profits going to support children living with genetic disorders.

Our campaign focused on enlisting the support of relevant celebrities and influencers to amplify reach and engagement around the limited-edition T-shirt and Jeans for Genes Day. We implemented a wide-scale gifting campaign which resulted in significant organic social media mentions – this proved a powerful way to raise awareness across social media as well as communicating key messaging around Jeans for Genes Day.

We also used a variety of PR tactics to support this, including hosting media events with charity ambassadors, consumer product placement, celebrity ambassador interviews, and case study placement. As a result, we successfully generated mass coverage across consumer, national, and regional media titles, allowing us to amplify awareness around Jeans for Genes Day and drive charity donations.