Vizeum take charity brief

The charity Jeans for Genes has appointed Vizeum to handle the media planning for its upcoming fundraising campaign.

It is the first time the charity, which is supported by boy band Blue, raises money for eight causes including Great Ormond Street Hospital Children’s Charity, has used a media agency.

The advertising budget for the rest of this year is just under £200,000 and Vizeum will cover costs, but not make a profit on the account.

The annual fundraiser, which encourages schoolchildren and employees to pay £1 in return for wearing jeans for a day, will work with Vizeum to boost awareness of the campaign, both for this year’s event and into 2005.

The theme for this year’s event, on Friday October 1, is “Denimstrate you care”, and organisers hope it will raise more than £2.7m for children with genetic disorders.

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