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 in the latest campaign via Core.
major new integrated campaign features prominent former Australians of
the Year Adam Goodes, Ita Buttrose, Steve Waugh, Lee Kernaghan, Dick
Smith and Fiona Wood.VIEW THE SPOT
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.
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.
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
The campaign is the first from Core following its
appointment to lead creative duties in November last year.
Says Christian Finucane, creative
partner, Core: "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."
Says Nick Martin, director of Public Affairs for
The Fred Hollows Foundation: "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
Client: The Fred Hollows Foundation
Director of Public Affairs: Nick Martin
Global Lead, Communications: Alison Hill
Communications Manager: Andy Nilsen