The Fred Hollows Foundation
Carry on Fred's Vision
Professor Fred Hollows was Australia’s most well-known and respected eye doctor from the 1970s through to the early 1990s, when he died of cancer. The Fred Hollows Foundation is an iconic Australian charity with positive brand recognition in the key Australian market.
The Foundation has a strong brand, but wanted to increase it's recognition with younger Australians, so they came to Campaign Edge to develop a comprehensive brand campaign telling the story of The Foundation’s work In Australia and around the world.
The brief was to produce TVCs but to also have a suite of other brand creative including digital, radio and newspaper advertisements, outdoor executions and cinema advertising.
We started with the idea that we wanted to carry on the legacy of Professor Fred Hollows and our ECD Dee Madigan suggested the beautiful song "Carry You", written by Tim Minchin and released by Missy Higgins earlier this year. We then used archival footage or Fred and more recent patient case studies, with a new graphic treatment, to bring the story to life.
"The song was a perfect fit. Carry You is an emotive and unashamedly Australian song. 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. That’s what the campaign aims to achieve.", Alison Hill, Director: Brand and Communications, The Fred Hollows Foundation.