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Children front ‘Jeans for Genes’ campaign asking Aussies to fight for them

Young children with various genetic diseases have fronted the Children’s Medical Research Institute’s (CMRI) ‘Jeans for Genes’ campaign, urging Australians to fight for them.

Created by March One, the television commercial features young kids explaining how their diseases impact them, and how it steals their “energy”, “voice” and “life”.

The tagline used at the conclusion of the campaign is “fight with me, fight for me”.

Lorel Colgin, Children’s Medical Research Institute’s head of marketing and communications, said in a statement: “This year’s Jeans for Genes campaign aims to remind Australia what it’s all about – the one in 20 kids facing genetic diseases and other serious conditions – and the need to find ways to prevent or cure genetic diseases to create a brighter future for all children.”

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