Jeans4Genes (CMRI)

FIGHT WITH ME, FIGHT FOR ME

Jeans for Genes (J4G) is one of Australia’s most iconic community events, helping fund millions of dollars to help children fight genetic diseases. After 25 years, however, registrations were plateauing. March One was tasted with reconnecting people with the mission.

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IDEA

Based on the insight that children who fight genetic diseases are some of the bravest fighters you’ll ever meet, March One created the campaign ‘Fight With Me. Fight For Me.’ that tapped into Australia’s love of supporting a battler.

March One released an emotional 45-second brand video to launch the new
Jeans for Genes campaign. This was supported with TVC, digital, Out Of Home with a special event and in Direct Mail.

Each element was crafted to build on the overall story and the relevance of J4G.

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IMPACT

The ‘Fight With Me. Fight For Me.’ campaign has achieved extraordinary results. Donations and registrations eclipsed all targets, and the number for new donors broke all previous records.

On top of that, the campaign has lead to new corporate sponsors, nominations for national bravery awards for the kids involved, and a clear new direction for the campaign for years to come.