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Bonds doubles Birthday Project T-shirt giveaway

We Are BondsBonds has more than doubled the number of T-shirts it is giving away for The Birthday Project after so many members of the public responded that the We Are Bonds site had to be temporarily disabled.   

Bonds Sarah Murdoch reuploadedThe We Are Bonds site launched last Tuesday.

Following major media coverage, it initially struggled to cope with the large number of people claiming their birthdays in exchange for a personalised shirt with their date of birth.

The Birthday Project seeks to find an Australian for every day since Bonds launched in 1915

After server capacity was increased, the moderation team of ten or so people was overwhelmed by uploaded images, with the site suspended for Friday and part of the weekend while they caught up on the backlog.

Bonds Birthday Project emailInitially, Bonds was to give away 15,000 T-shirts, but over the weekend it announced that it will now give them to the first claimant of all 35,301 dates.

More than half of the dates of birth on the We Are Bonds site have now gone, with 18,619 claimed and 16695 remaining.

The campaign for the Pacific Brands underwear brand is designed to tap into the lengthy relationship that everyday Australians have had with Bonds throughout its history.

Agencies involved in the project include Clemenger BBDO, Mediacom Melbourne and Baker Brand.

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