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.

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