Continuing on its roll of impressive transit campaigns, TorchMedia has partnered with Jeans For Genes Day to raise awareness of the event amongst commuters in Sydney. The new campaign will feature across Sydney metropolitan trains in the lead up to Jeans For Genes Day on August 1.

Jeans For Genes Day is a day where people wear their jeans and donate to raise much-needed funds for research into birth defects and diseases such as cancer, epilepsy, and a range of genetic disorders. Every dollar raised helps the Children’s Medical Research Institute to discover treatments and cures, to give every child the opportunity to live a long and healthy life.

The campaign has been designed to communicate with hard to reach commuters, who may not be aware of either the day or what it is trying to achieve. TorchMedia are providing the media space for the charitable organisation, with the train campaign runs from mid-June to late July.

Transit advertising is enjoying an increasingly higher percentage of marketing spend as it is an excellent medium to talk to a hard to reach consumer explained Kirsty Dollisson, General Manager, TorchMedia.

“Commuters’ consumption of media has changed through the digital revolution which has led to an increasing decline in the traditional TV and radio advertising mediums. It’s not because we’ve lost our appetites for news and entertainment; we’re simply consuming it all in different ways.”

TorchMedia manages all exterior advertising on rolling stock in Sydney, Melbourne and Brisbane.