Fred Hollows Foundation launches first campaign in two years with track from Tim Minchin and Missy Higgins

The Fred Hollows Foundation has adopted a song from Tim Minchin and Missy Higgins for its first creative campaign in over two years.

The Foundation’s director of brand and communications, Alison Hill, said the song was a perfect fit for the new campaign.

“‘Carry You’ is an emotive and unashamedly Australian song and so is the work and history of The Fred Hollows Foundation. While we work in more than 25 countries around the world, we are still proudly based in Australia and work to help our nation’s First Peoples,” Hill said.

“The song is about holding someone in your heart. We hold in our hearts every patient we’ve restored sight to and there are many more who need our help. We hope this campaign will help us achieve that.”

‘Carry You’ was written by Minchin for his Foxtel series, Upright, and was released by Higgins earlier this year.

The OOH execution

The campaign also features Australian actor and writer Rhys Muldoon, who provided the voice-over for the television and radio ads.

The campaign, from Campaign Edge, will appear across television, radio, online, print and outdoor.

Hill hopes that the campaign will continue to encourage Australians to support Fred Hollow’s legacy of ending avoidable blindness.

“We know that our supporters have a strong connection to Fred Hollows, even 27 years after the great Australian passed away, and so our campaign focuses on his amazing legacy and how everyday people can carry on that work today,” Hill said.

“We know things have changed dramatically this year and many people have been affected by COVID-19. But we hope that our campaign will encourage and move people to support The Foundation during the busy pre-tax period.”


Creative agency: Campaign Edge
Executive Creative Director: Dee Madigan
Art Director: Samantha Harley
Copywriter: Tammy Tinkler
Managing Director: Stuart Gillies

The Fred Hollows Foundation
Deputy CEO: Nick Martin
Director, Brand and Communications: Alison Hill
Manager, Creative Agency: Daniel Jesus Vignolli
Multimedia Creative Designer: Dillon Conforti
Photographer: Michael Amendolia


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