Agency: twentysix Leeds
Client: Jean for Genes
Working with Jeans for Genes, twentysix Leeds has devised a unique viral user generated content campaign to ‘Denimise the Nation’, as well as create a new microsite and email marketing campaign to raise awareness and donations for the charity.
Directed by Head of Marketing, Jeans for Genes, Laura Pattison, thecampaign will focus on a microsite, created to promote this year’s Jeans for Genes Day on Friday October 5.
Supporters can upload information, ideas and pictures documenting their fundraising activity on Jeans for Genes Day.
Each upload will be marked with a denim pin on a virtual UK mash-up map, resulting in a real-time nationwide snapshot of the annual event.
Supporters can then email friends and family a link to their pin, and encourage donations from them and asking them to forward it on.
Potential supporters will be targeted prior to the Day through email raising awareness of the Day and the website and encouraging them to visit and discover the online community.
Managing director, twentysix Leeds, Gail Dudleston, says, “An email campaign aims to create a national buzz leading up to the day, while the website will provide focus, bringing people across the country together in one common goal.
“It’s a community building campaign that will graphically show how a nation can unite for a worthy cause, instead of everyone working in isolation.”
The campaign also aims to increase web traffic and support for other Jeans for Genes activities throughout the year and build a database of contacts for the following year.
Dudleston added, “The Jeans for Genes campaign doesn’t benefit from TV exposure like some of their main competitors such as Comic Relief and Children In Need, but a well-executed digital campaign with a viral element based on an excellent idea can be just as effective and reach a huge audience while bringing an interactive dimension that TV can’t deliver.
Jeans for Genes Day, which launched nationally in 1996, invites everyone across the UK to throw out the usual dress rules and jump into their jeans in exchange for a donation of £1 for schoolchildren and £2 for company employees.
The appeal has raised over £27million in its first 12 years. Proceeds are distributed to Jeans for Genes’ four partner charities, including Great Ormond Street Hospital Children’s Charity.
This year’s guest charities include: The National Deaf Children’s Society, The Sickle Cell Society and Fragile X.