Jeans for Genes

EdenCancan’s PR campaign for Jeans for Genes Day created a huge buzz of excitement to encourage people to wear their jeans for the day, raising awareness about genetic disorders, the charity itself and how it helps children and their families.

The campaign focused on securing high-profile celebrities for the now famous ‘naked spray paint’ photoshoot, alongside product placement  for the Jeans for Genes t-shirt, which is designed every year by a competition winner from London College of Fashion. In addition, we organised the charity’s annual denim themed celebrity launch event.

Coverage has been secured in This Morning, BBC Radio 1, BBC News, Daily Mirror, The Sun and Mail Online. From the fashion side, Stylist, Observer Magazine, Celebs on Sunday, Mail Online, OK! InStyle Online and Marie Claire.

“EdenCanCan did a fantastic job in 2011 raising awareness of the children and families affected by genetic disorders and highlighting how our charity has helped transform their lives. This was the second year we have used EdenCancan and coverage increased coverage 30% year on year, including pieces in The Sun, Daily Mail, ITV Central and Channel Five’s the Wright Stuff. Eden worked hard to maximised every possible opportunity to achieve coverage, helping recruit supporters and donations into Jeans for Genes Day.” LAURA PATTISON, JEANS FOR GENES, MARKETING AND COMMUNICATIONS DIRECTOR