21 Days of Jeans for Genes



Here at Thrive, we are lucky enough to be involved with some amazing charities. This year we were thrilled to work Jeans for Genes (J4G), who were celebrating 21 years of raising funds and awareness for the Children’s Research Medical Institute (CMRI), to help with research to fight childhood diseases.


This is a cause close to our hearts so we wanted to ensure that Jeans for Genes was front of mind in the lead up to the big day.


The Thrive team devised a concept called 21 Days of Jeans for Genes, uniting with a selection of Australia’s top fashion and lifestyle bloggers to help spread the word in the lead up to Jeans for Genes Day on Friday August 1st.


Denim has been a staple fashion item since James Dean and friends brought blue jeans to the big screen, so it seemed natural to involve Australia’s fashion community in this very exciting project.


A 21st Birthday is always reason to celebrate. To kick off the ‘21DaysofJ4G’ campaign, J4G put on a denim drenched birthday bash on Wednesday 9th July, hosting a number of fashion identities, influencers and media personalities.

#21DaysofJ4G got off to a great start with fashion blogger, Chloe Hill, posting a denim outfit to her ‘By Chill’ blog. This kicked off three weeks of denim-inspired outfits by our amazing blogging ambassadors.


Our ‘21DaysofJ4G’ campaign generated over 250 pieces of coverage on TV, print and online outlets prior to Jeans for Genes Day, resulting in widespread awareness across the country. In addition to this, Thrive secured twelve pieces of national coverage on the day including fantastic promotion of J4G merchandise on The Morning Show.


Thrive loved working with our network of talented bloggers and wants to thank them for their amazing support. You can view their incredible posts for #21DaysofJ4G here.




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