Core Launches ‘Fred Moments’ Donation Campaign For The Fred Hollows Foundation

Core Launches ‘Fred Moments’ Donation Campaign For The Fred Hollows Foundation
SHARE
THIS



The journey from the despair of blindness, through to hope and joy is explored in the latest campaign for The Fred Hollows Foundation, from independent Sydney creative agency Core.

The integrated campaign introduces the ‘Fred Moment’ – the moment a patient’s eye patch is removed after surgery and they can see. The idea demonstrates the connection between Fred Hollows and his pioneering work to end avoidable blindness across the world.

TV personality and Fred’s great mate, Ray Martin, provides the voiceover for the TV commercials and radio spots. Silverchair’s anthem, ‘The Greatest View’ provides an emotive and symbolic soundtrack to the campaign.

The Foundation has also entered into a charity partnership with oOh! Media for static and digital panel executions.

The latest work for the charity from Core comes after a host of former Australians of the Year including Ita Buttrose, Adam Goodes and Steve Waugh fronted a series of TVCs to mark 25 years since Fred Hollows was named Australian of the Year.

Jon Skinner, creative partner at Core said, “The Fred Hollows Foundation is amazing in that it can use a $25 donation to enable a blind person to see. Our new ‘Fred Moments’ campaign simply captures the life-changing joy that a donation brings.”

Nick Martin, director of Public Affairs for The Fred Hollows Foundation said, “The Fred Hollows Foundation has been restoring sight and bringing joy to the lives of people around the world for the past 23 years. We have delivered more than 2 million ‘Fred Moments’ giving people back their sight, all thanks to the generosity of Australians”.

“This campaign during the busy pre-tax period will help us raise the funds to continue this life-changing work.”

The Fred Hollows Foundation was established in 1992 by eye surgeon Professor Fred Hollows and has helped restore sight to more than 2 million people in Australia, the Pacific, South and South East Asia and Africa. Using a simple surgical process pioneered by Fred Hollows, the organisation can restore sight to cataract blind people for as little as $25 in some countries.

Credits:

Client: The Fred Hollows Foundation
Director of Public Affairs: Nick Martin
Global Lead, Communications: Alison Hill
Multimedia Producer: Daniel Jesus Vignolli
Multimedia Coordinator: Mary Tran
Communications Manager: Andy Nilsen
Photographer: Michael Amendolia
Creative Agency: Core
Creative Partners: Christian Finucane and Jon Skinner
Creatives: Jenna Morrissey and Sophie Horne
Managing Director: Jane Callister
Account Manager: Lucy Almond
Producer: Deepali Debral
Production Company: Cutting Edge
Studio Manager: Lynne Baillie
Editor: Mark Alchin
Colourist: Dwaine Hyde
Compositor: Kent Smith
Audio Production: Take 2 Creative Audio
Producer / Engineer: Greg Crittenden

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]