The Fred Hollows Foundation is an iconic Australian charity with positive brand recognition in the key Australian market.

However, this strong brand recognition was mainly among older Australians, and the Foundation were looking for a campaign to expand this to a younger audience.

So we developed a comprehensive brand campaign telling the story of The Foundation’s work using the newly released song  “Carry You”- an emotive and unashamedly Australian song written by Tim Minchin and sung by Missy Higgins. 

We combined archival footage of Fred with more recent patient case studies, and a new graphic treatment, to bring the story to life.

OOH

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