The journey from the despair of blindness, through to hope and finally joy is explored in the latest campaign for The Fred Hollows Foundation, from The Core Agency.
The integrated campaign establishes the idea of the ‘Fred Moment’ – which is the moment a patient’s eye bandage is removed after their operation and they can see again. The idea demonstrates the connection between Fred and his pioneering work to end avoidable blindness across the world. It has been launched to coincide with the end of the financial year, which is traditionally the most active period of donations to charity.
TV personality and former friend of Fred, Ray Martin, provides the voiceover for the TV commercials and radio spots. The foundation has also entered into a charity partnership with oOh! Media for static and digital panel executions. Silverchair’s anthem, ‘The Greatest View’ provides an emotive and symbolic soundtrack to the campaign.
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 twenty-five 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 two million ‘Fred Moments’ giving people back their sight, all thanks to the generosity of Australians.”
The Fred Hollows Foundation was established in 1992 by eye surgeon Professor Fred Hollows and has helped treat and prevent blindness and other vision problems for more than two 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 just $25 in some countries.
Client: The Fred Hollows Foundation
Director of Public Affairs: Nick Martin
Global Lead, Communications: Alison Hil
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