Fred Hollows Foundation focuses on emotional journey of blind patients in new campaign

Fred Hollows Moment picThe Fred Hollows Foundation has released ‘Fred Moments’, a campaign showing the joy experienced by patients who have had their sight restored through the Foundation.

The campaign is part of a drive to encourage donations to continue the late doctor’s works.

Developed by independent Sydney creative agency Core, the campaign’s television and radio executions feature narration by journalist Ray Martin and Silverchair’s song ‘The Greatest View’ to emotionally underscore the symbolic significance of each surgery’s success.

The campaign marks the 25th anniversary of Fred Hollows being named Australian of the Year, and aims to directly link Fred Hollows with his international efforts to end avoidable blindness.

The Fred Hollows Foundation – ‘Fred Moments’ from Core on Vimeo.

The video presents a variety of young and old patients from throughout the third world as they remove their eye masks and see the world for the first time. Ray Martin’s voiceover explains that four from five blind people have avoidable blindness.

John Skinner, creative partner at Core, said: “The Fred Hollows Foundation is amazing in that it can use a $25 donation to enable a blind person to see. Our new ‘Fred Moments’ campaign simply captures the life-changing joy that a donation brings.”

The foundation has lined up a charity partnership as part of the campaign, with Ooh Media responsible for static and digital panel components.

Nick Martin, director of public affairs for the Fred Hollows Foundation, said: “The Fred Hollows Foundation has been restoring sight and bringing joy to the lives of people around the world for the past 23 years. We have delivered more than two million ‘Fred Moments’ giving people back their sight, all thanks to the generosity of Australians.”


  • Client: The Fred Hollows Foundation
  • Director of Public Affairs: Nick Martin
  • Global Lead, Communications: Alison Hil
  • Multimedia Producer: Daniel Jesus Vignolli
  • Multimedia Coordinator: Mary Tran
  • Communications Manager: Andy Nilsen
  • Photographer: Michael Amendolia
  • Creative Agency: Core
  • Creative Partners: Christian Finucane and Jon Skinner
  • Creatives: Jenna Morrissey and Sophie Horne
  • Managing Director: Jane CallisterAccount Manager: Lucy Almond
  • Producer: Deepali Debral
  • Production Company: Cutting Edge
  • Studio Manager: Lynne Baillie
  • Editor: Mark Alchin
  • Colourist: Dwaine Hyde
  • Compositor: Kent Smith
  • Audio Production: Take 2 Creative Audio
  • Producer / Engineer: Greg Crittenden

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