Jeans for Genes Day marks 20th year of fundraising
Howard Lake | 14 September 2015 | News
The 20th annual Jeans for Genes Day takes place this month on 18 September. Over the past 20 years the mass participation fundraising event has raised over £40 million to help children with genetic disorders.
This year’s campaign, which involves individuals, schools and offices, features celebrity support from Kate Moss, Amanda Holden, Coleen Rooney and SpongeBob Square Pants.
To take part people simply wear denim to work or school and make a donation for the chance to do so.
Looking back on its creation in 1995, the charity now claims that it “was one of the first organisations in the UK to develop a mass participation awareness event”. Its long-term supporters now include over 60,000 workplaces and more than 22,000 schools and nurseries.
Fundraising pack for Jeans for Genes Day 2015
Corporate support
Corporate supporters include Bourne Leisure Group, which has donated over £122,000, BT Community Partnership, which has donated over £89,000 and NatWest, which has donated over £33,000.
This year domestic appliance manufacturer Miele will be showing their support with a pop-up laundrette on Newburgh Street, just off London’s Carnaby Street from 11th to 14th September. London fashion retailer Fenwick is also supporting the campaign.
Celebrity support
Jeans for Genes Day has attracted 225 celebrity supporters over the years. Past VIP supporters include Robbie Williams, who posed in painted on denims in 1998; David Cameron, who tweeted a photo wearing his jeans with budget box in 2013; Harry Styles who showed his support on Good Morning TV in 2013; and Jon Snow, who supported Jeans for Genes Day by wearing a denim tie on Channel 4 news in 2005.
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T-shirt
This year’s fashion t-shirt, which features a hand-drawn design and the ‘Jeans for Genes’ strapline, was designed by 20 year old Edinburgh College of Art Illustration student Elle McKee and selected as the winner by a team of fashion experts. It is on sale for £20.
Caroline Harding, Chief Executive of Jeans for Genes Day, said:
“To mark our 20th anniversary, we’re asking people to go the extra mile and do something extraordinary in jeans to improve the lives and experience of children and families affected by genetic disorders”.
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.