Finding cures for children's genetic diseases


Behind the Scenes of the Latest Jeans for Genes Ad


The children who benefit from our research are always at the centre of everything we do, so it was only appropriate that they would feature in the advertising campaign for the 25th Anniversary of Jeans for Genes.


This week we did a photo shoot and filmed an advertisement that will feature six special children living with genetic disease. The children shared their stories of incredible strength and resilience, while their parents looked on with pride. There were a few tears and plenty of laughs.
Children’s Medical Research Institute Head of Communications said it was very important that this year’s campaign showed the everyday bravery of children.
“We’re so grateful to all the families who turned out for this,’’ Dr Colgin said. “It’s never easy with little ones, let alone when also dealing with a genetic condition.
“Everyone was inspired by the vision of this year’s Jeans for Genes campaign: the resilience of kids.

“1 in 20 kids face a birth defect or genetic disease. All the parents went out of their way to help because they know how important it is to raise awareness of this fact, to show the faces of kids affected by often invisible diseases, and fund the research.
“We will do our best to do justice to this important message.”
Watch this space for a full reveal of the campaign in coming months. A few sneak peaks from the shoot included below!