The Children’s Medical Research Institute (CMRI) has launched its new-look ‘Jeans for Genes’ campaign 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 the CMRI to refresh the iconic fundraising campaign as it celebrates 25 years of uniting Australians in denim to find a cure for genetic diseases.
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.
The new-look Jeans for Genes campaign is a multi- platform execution, with the TVC airing across the Multi Channel Network and radio ads across Australian Radio Network (ARN).
The high-impact ads will be appearing across key out-of-home sites nationally, digital platforms including Nine Digital, ARN, Bauer Media, and in women’s and lifestyle titles such as Australian Women’s Weekly, Woman’s Day, Good Health, OK!, NW and Take Five, as well as on social media.
Lorel Colgin, head of marketing and communications at the CMRI, 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.
“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,” she said.
“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 owner and creative director Ben Coverdale believes portraying kids as vulnerable or helpless is no longer appropriate.
“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,” he said.
“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.”
Dana Elliott, brand marketing manager at the CMRI, said the launch of the campaign is an exciting time for the institute.
“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,” she said.