Jeans for Genes Day, which this year takes place on 19 September, is the highest profile annual fundraising event for the charity, which worked with EdenCancan and Can Associates on last year's event.
PHA will support this year's campaign through case study and feature placement, celebrity ambassador interviews, product placement of a specially designed charity T-shirt, management of media partnerships, promotion of brand partnerships and event management and planning for the campaigns launch party.
Laura Pattison, marketing director, Jeans for Genes, said: "We were really impressed by the team at PHA’s passion for the Jeans for Genes campaign and knowledge of the media landscape."
She added that PHA had come up with "new and exciting ideas" about how Jeans for Genes could best promote its existing assets, including the charity T-shirt, case studies and celebrities, who this year include Coleen Rooney, Katie Price, Fabrice Muamba, The Only Way Is Essex's Sam Faiers and Ferne McCann, and Made in Chelsea's Louise Thompson and Caggie Dunlop.
Pattison said: "We were looking for a fresh approach and pair of eyes to take ideas that have previously worked well to the next level. The ideas PHA Media shared were focused on increasing media awareness as well as introducing the campaign to a wider target audience."
Shelley Frosdick, director of PR at PHA, said: "The Jeans for Genes annual fundraising campaign is one of the most well known and respected charity campaigns in the UK. To be able to work with such a fantastic charity on a well established campaign is hugely exciting. We are looking forward to achieving high consumer and media awareness and seeing more people than ever signing up to wear their jeans on the 19 September."