The Jeans for Genes 2011 campaign received free media on major national TV networks for 2 weeks, on most national radio networks for 2 weeks, in major print publications for 6 weeks, and on primary news and health websites for 4 weeks.In total, the pack generated an increase of 42.1% over 2010’s value of free media – nearly 3 times the target – with an estimated value of nearly $1m.All from a $1 scrap of denim.