Ardent and The Fred Hollows Foundation secure PR partnership
Full-service agency Ardent has been selected to helm The Fred Hollows Foundation’s new PR campaign.
The announcement:
The Fred Hollows Foundation has appointed independent full-service agency, Ardent to lead its upcoming public relations campaign, concluding a competitive pitch process.
The exciting partnership will see Ardent support The Foundation across earned media relations, ambassador procurement, influencer engagement, and social media amplification for their two major community fundraising events in 2024.
With an enduring 30-year legacy as one of Australia’s most iconic charities, The Fred Hollows Foundation has restored sight to more than 3 million people and currently works in over 25 countries worldwide, including across Indigenous Australian communities.
Tapping into Ardent’s strategic creativity and lust for integrated and collaborative PR storytelling, the campaign will seek to build brand awareness and loyalty among a new generation of supporters across two community fundraising events, Fred’s Big Run and the Sydney Harbour Hike.
Esther Au, head of communications at The Fred Hollows Foundation, spoke to the synergistic partnership and importance of the Foundation’s community events in propelling their vision to eliminate avoidable blindness worldwide.
“The Fred Hollows Foundation’s work to restore sight has been going strong for almost 32 years thanks to the many generous Australians who support our work,” Au said.
“Events like Fred’s Big Run and the Sydney Harbour Hike bring people together for a physical challenge while helping many more people learn about and support The Foundation’s work.”
“This campaign will drive novel and engaging approaches to community engagement, helping us raise vital brand awareness and funds.”
Likewise, Ardent’s chief operating officer, Elouise Hahn, shared her enthusiasm toward the new partnership, crediting the agency’s full-service mindset and creative strategic solutions that activate the consumer experience across every touchpoint, for the appointment.
“We are thrilled to embark on this journey with The Fred Hollows Foundation, leveraging our seamless integrative appraoch and creative thinking to add our mark on what is an iconic Australian charitable legacy.”
Hahn continues, “It is Ardent’s ethos and passion to seamless and personalised growth strategies that blend transparency and honest accountability enabling us to find affinity with our partners across categories and propel our growth trajectory as an integrated agency.”
The Fred Hollows Foundation account adds to Ardent’s growing community of not-for-profit partners, including award-winning regional and rural care provider, Whiddon, international aid agency, Action on Poverty, heartkids, Spinal Cure and several leading independent schools.
Source: Ardent
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