The Fundraising Institute of Australia and the Children’s Medical Research Institute’s long-running Jeans for Genes campaign are getting set to update their brands, with both organisations appointing March One Fundraising to assist their efforts.

The CMRI is implementing its refresh ahead of the 25th anniversary of the iconic Jeans for Genes campaign, which is held annually in August and encourages employees and students to donate money in exchange for wearing denim to school or work.

The event raises money to fund research into preventing and finding cures for genetic diseases that affect children, including birth defects, cancer, nerve cell signalling and gene therapy.

In a statement, Children’s Medical Research Institute’s head of marketing and communications Lorel Colgin said the new strategy will remind people the longstanding event “is about more than denim – it’s about a very important cause”.

“While we continue to enjoy a high level of brand awareness for the campaign, in recent years many Australians wear denim to work on a daily basis, so Jeans for Genes Day isn’t such a novelty,” Colgin said.

Drawing on research from March One showing that most Australians see children as strong and resilient, the new creative strategy will present kids as capable young people who need donors to stand alongside them as they battle genetic diseases.

Meanwhile, the FIA is undertaking a similar rebranding and repositioning exercise as part of the broader implementation of its 2020 strategic vision to advance Australia’s fundraising standards.

The national peak body for the professional fundraising sector expects the image overhaul to be completed time for its annual membership renewal campaign in late 2018.

“We appointed March One for this significant project because they have a brand process that is inclusive of all stakeholders. What’s more, they bring solid experience in both commercial brand development and fundraising,” Fundraising Institute Australia CEO Rob Edwards said.

With over 1500 members, Fundraising Institute Australia is the largest representative body for the $12.5 billion charitable fundraising sector which is supported by some 14.9 million Australians. FIA members include charities operating domestically and internationally as well as the organisations and professionals that provide services to them.

Children’s Medical Research Institute (CMRI) conducts fundamental research to understand the genes involved in human health and development, and the underlying causes of disease. CMRI is at the forefront of international research in the areas of embryonic development and birth defects, cancer, nerve cell signalling, and gene therapy.


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