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Children’s Medical Research Institute

The Video

Issue

Jeans for Genes remains one of Australia’s most recognised fundraising campaigns. Many people know to wear denim but are unsure what the money raised will support.

Idea

The brief was to tackle this challenge head on and remind people that Jeans for Genes funds Children’s Medical Research Institute’s work to find cures for children’s genetic diseases – and that it’s important because it affects more children than most people think.

1 in 20 Australian kids are born with a genetic disease or birth defect, like cystic fibrosis, cancer or autism.

Impact

The brand strategy for 2018 heroes these brave kids who are facing their genetic diseases head on – with strength and resilience. Through the “Fight with Me. Fight for Me” campaign they ask the public to fight with them to help find cures for children’s genetic diseases.

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