Wunderman launches new drive for Children’s’ Medical Research Institute’s Jean for Genes Day
The Children’s’ Medical Research Institute has kicked off a national media drive to support its annual fundraiser, Jeans For Genes day.
The ‘Help Us Patch up our Genes’ campaign is the first work for the CMRI by Wunderman, Sydney which was appointed to the business in May.
Jeans for Genes Day encourages more than two million Australians to wear their favourite jeans to work or school and donate funds to support genetic research into childhood diseases. The fundraising effort has been running for 17 years and raised over $56 million. This year’s campaign has been designed to strengthen the connection between the creative execution and the cause itself.
Wunderman managing director Jo Lloyd said that fundraising was an enormous challenge in the current economic climate.
“We needed a new strategy that demonstrated a fun and easy way to support the future health of children everywhere. By leveraging social media we were able to reach new generations in an engaging way. ‘Patch Up Our Genes’ has provided us with the cornerstone of a new campaign that will be developed over the next few years,” she said.
Help Us Patch Up of Genes is running across TV, radio, press, magazines, OOH, online banners, and Facebook.
Creative Director: Matt Batten
Art Director: Amanda Glover
Copywriter: Ben Peppernell
Account Director: Thomas Tearle
SAM: Rebecca Masterson
Director: Phil Rich
Producers: Paul Hayes / Epiphany Morgan
Production House: 2 Feet Films
Post Production: Fanatic Films
Media: Cherry Media