DREAMS FOR GENES
Jeans for Genes Day raises money for children with life-altering genetic disorders by asking school children and workers to give a donation to wear jeans to school or work.
We created the Dreams for Genes film campaign to increase Jeans for Genes Day sign-ups, raise awareness of genetic disorders and convey the passion of parents trying to support their affected children. Dreams for Genes was the first social media film project the charity had commissioned.
By employing user-generated content the films would have authenticity and explain simply and emotively what it is like to live with one of the 6,000 or more conditions.
The films would explain how money raised on Jeans for Genes Day directly helps children. By putting short, impactful films at the centre of the campaign we provided the best content for cross-media coverage.
WHAT WE DID
- Sourced and briefed 24 films made by families and ambassadors.
- Edited and captioned the films.
- Made sure both the families and the charity approved the films’ wording.
- Interviewed the case studies.
- Wrote up their stories in usable long form and as press releases.
- Placed words, film and pictures, with targeted media.
- Ensured credits and CTA were included in coverage.
- Kept a constant dialogue going with the Jeans for Genes charity to ensure a cohesive approach.
RESULTS - AT A GLANCE
- EDITORIAL COVERAGE: 17,920 words in total, 6,248 words printed in nationals.
- ENGAGED 10 INFLUENCERS: including Lorraine Kelly, Warwick Davis, Josh Widdecombe, Alan Carr and Rosa Monkton.
- CROSS-MEDIA COVERAGE: five nationals, six locals, 14 digital pieces, 9 broadcast stories.
- SOCIAL MEDIA REACH - over 100,000 views
SOCIAL MEDIA COVERAGE: A SNAP SHOT