Core reveals new work for The Fred Hollows Foundation

Posted on 25/01/2016 under Advertising & Branding, News

Former Australians of the Year unite to support The Fred Hollows Foundation

Ita Buttrose, Adam Goodes, Steve Waugh and others back a new campaign 25 years after Fred Hollows received the honour.

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.”


Client: The Fred Hollows Foundation

Director of Public Affairs: Nick Martin

Global Lead, Communications: Alison Hill

Communications Manager: Andy Nilsen

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


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