The Fred Hollows Foundation has launched a new Australia Day campaign bringing together a host of notable former Australians of the Year to celebrate its work, 25 years after Hollows was handed the award himself.
A new campaign, created by Core Sydney, brings together the likes of Ita Buttrose, Adam Goodes, Steve Waugh, Dick Smith and Fiona Wood as talking heads about the work of the charity which helps cure blind children around the world, as well as archive footage.
The Fred Hollows Foundation – Australians of the Year from Core on Vimeo.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 people of Hollows’ legacy and encourage donations to ensure the life-changing work undertaken by The Foundation that bears his name continues.
It consists of 60 and 30 second TVCs and launches today, January 25, the same day the 2016 Australia of the Year is announced. The spots will be supported by digital, social and PR.
Core 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.”