The endorsement campaign for The Fred Hollows Foundation, launched on the eve of Australia Day, features former Australians of the year, including Hollows himself.
Twenty-five years ago, Fred Hollows was named Australian of the Year. Following in his wake were Australians of the Year, Adam Goodes, Ita Buttrose, Steve Waugh, Lee Kernaghan, Dick Smith and Fiona Wood.
All of them feature in an ad to garner support for Fred Hollows and The Foundation he created to end avoidable blindness across the world.
Core’s idea to launch the ad on the eve of Australia Day must maximise the impact of its appeal.
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 the other Australians of the Year.
The Fred Hollows Foundation was established in 1992 by Fred Hollows and has helped to 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.
60 and 30 second TVCs will be supported by digital, social and PR.
The campaign is the first from Core following its appointment to lead creative duties in November last year.
Creative partner, Christian Finucane, stated, “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.”
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: Barry Stuart @ Sound Reservoir
Photography: Lynton Crabb
Media: Pearman Media
Client: The Fred Hollows Foundation
Director of public affairs: Nick Martin
Global lead, communications: Alison Hill
Communications manager: Andy Nilsen