Jeans For Genes: stat­ues wear­ing jeans

June 10, 2012
Medium of Communication
Event, face to face
Target Audience
Awareness, single gift, corporations
Type of Charity
Children, youth and family, healthcare
Country of Origin
Date of first appearance
October, 2007.

SOFII’s view

This is an original and fun idea that seems great for attracting awareness and as a backdrop against which the charity can easily rasie money from an intrigued and amused public. Full marks to Jeans For Genes.

Creator / originator

Rosalind Freeborn.

Summary / objectives

To get people to know about Jeans for Genes Day and to sign up to organise the day at their place of work. By putting jeans on iconic statues all around the UK the media picked up the story and helped with promotion.


Jeans for Genes is a UK national appeal where everyone across the country is asked to throw out the usual dress rules, jump into their jeans and donate £1 at schools or £2 at work to help children with genetic disorders. Jeans for Genes Day 2007 was held on Friday 5th October, and the date for 2008 will be Friday 3rd October. If you can't make this date simply pick another – you can hold your fundraising activity on any day of the year!

Special characteristics

Some statues wore denim jeans, others had cloaks, aprons or specially eye-catching denim clothing.

Influence / impact

Seen by thousands of supporters and potential supporters. The idea of statues wearing jeans was also used in the Jeans for Genes marketing materials – featuring the statue of Michaelangelo’s David and of Nelson… in jeans!


About £100 – the denim was donated, the jeans were made by volunteers.


Huge publicity, some very effective photographs and the promise of support from people who were struck by the image. It conveys what Jeans for Genes does in a very succinct, visual and playful way.


It’s a really good fun ‘stunt’ to attract fundraising for a great cause.

Other relevant information

Jeans or denim wear were put on:

The Bull in Birmingham, Dylan Thomas in Swansea, Captain Cat in Swansea, Gareth Edwards in Cardiff, lady Godiva in Coventry, Sir Stanley Matthews in Stoke on Trent, Beau Brummell in Jermyn Street, London, The Cordwainer, Watling Street, London, The Liffe Trader, Walbrook Street, London, The Shepherd and Sheep, Paternoster Square, London, Eric Morecambe in Morecambe Bay, Lancashire.