Jelly Babies: from the kitchen table to a multi-million dollar campaign
When JDRF phoned Bev Dillon one recent afternoon, the mobile phone conversation was hampered by loud background noise. Where was Bev? “Out selling jelly babies, of course! Where else would I be in May?!”
May is Jelly Baby Month, one of the many charity merchandise campaigns that vie for the attention of generous Australians every week of the year. They support causes as diverse as Composting Awareness Week and World Migratory Bird Day, and that’s just in May!
What makes Jelly Baby Month different from the others is the love and commitment behind it.
Twelve years ago in 1998, a group of Melbourne parents decided they wanted to make a more direct impact on research funding. A merchandise campaign was agreed on, and the production of a JDRF badge (pictured right) was funded by one of the parents. Through the efforts of these special volunteers, the badge sold out completely, and the Jelly Baby campaign was born.
The following year the Jelly Baby concept was floated and the smiling image that graces the badges and merchandise to this day was lovingly designed by Rosemary Appleton, another parent from Melbourne. Susie Rodgers-Wilson was also a key member of the team.
Today Jelly Baby Month raises up to $1 million every year for medical research to find a cure for type 1 diabetes. A team of passionate volunteers, including Gwennyth Baker and Fiona Ryan, continue to drive the campaign forward.
JDRF is grateful for the essential support of Woolworths supermarkets and Amcal pharmacies. These organisations raise large amounts of awareness and funds for type 1 diabetes across a wide national audience.
Bev says that the success of the campaign relies on having a machine behind it. Working together with JDRF , this group of dedicated volunteers, is the ultimate machine. The research funding – including 2010 Jelly Baby Month has raised nearly $8 million since inception – speaks for itself.
The future of Jelly Baby Month holds many possibilities. Bev for one is bursting with new ways of putting a little bit of jelly into the bellies of Australians everywhere.
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