Twenty-five years after being named Australian of the Year, Fred Hollows and The Foundation he created to end avoidable blindness across the world, is being honoured by a host of previous recipients of the accolade.
The major new integrated campaign features prominent former Australians of the Year Adam Goodes, Ita Buttrose, Steve Waugh, Lee Kernaghan, Dick Smith and Fiona Wood.
Created by Sydney independent agency Core, the TV led campaign uses a mix of archive and modern footage of Fred Hollows helping to restore sight both here and overseas, interspersed with commentary and support from other iconic Australians of the Year.
The Fred Hollows Foundation was established in 1992 by eye surgeon Professor Fred Hollows and has helped treat and prevent avoidable blindness and other vision problems for more than two million people in Australia and 25 countries around the world. 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.
The campaign is designed to remind Australians of Fred Hollows’ legacy and encourage donations to ensure that the life-changing work undertaken by The Foundation that bears his name continues.
The 60 and 30 second TVCs will launch on January 25, the same day the 2016 Australia of the Year is announced. The spots will be supported by digital, social and PR.
The campaign is the first from Core following their appointment to lead creative duties in November last year. Creative partner Christian Finucane said: “Fred Hollows has always been a cherished icon in Australian culture and the speed that other former Australians of the Year put up their hands to be part of the campaign is testament to that.”
Nick Martin, director of Public Affairs for The Fred Hollows Foundation added: “We were delighted and honoured that so many inspirational Australians of the Year gave up their time to help us spread the word about Fred’s work.
“All of these people are leaders in their fields and were so generous in sharing their support for Fred’s vision to end avoidable blindness.”
Creative Agency: Core
Creative Partners: Christian Finucane, Jon Skinner
TV Production: David Steindl, Kirsten Caly
Account Management: Lucy Almond
Managing Director: Jane Callister
Strategy Director: Simon Rich
Production Company: Pure Pictures
Director: Jasmin Tarasin
Producer: India Tarasin
Post Production: White Chocolate
Editor: Gabriella Muir
Audio Post: Sound Reservoir, Barry Stuart
Photography: Lynton Crabb
Media: Pearman Media