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BC Children's Hospital conducts Jean Up campaign

The BC Children’s Hospital Foundation has begun a fundraising campaign called “Jean Up.” The month-long digital initiative will take the place this year of the foundation’s “Jean’s Day” initiative in response to the COVID-19 pandemic. The campaign encourages individuals to wear jeans and donate to the hospital “to help sick and injured kids get out of their hospital gowns and back into their jeans." The campaign was developed by Will of Vancouver. It consists of digital and social media ads and a 30-second video, as well as radio and out-of-home advertising and a website at <>. The campaign will run until the end of the month.

“We encourage people to jean up for their zoom meetings, for their trips to the grocery store and out on their daily walks as a symbol of support for the kids in hospital who don’t have the same privileges,” said Lisa Lebedovich, creative director at Will. “But the most important takeaway of the campaign is to donate to ensure our kids continue to receive the exceptional treatment and care BC Children’s Hospital has always been able to provide.”

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