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.
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
Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]
Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]
Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]
Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]
Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]
Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]