The Fred Hollow’s Foundation is one of Australia’s most loved and regarded not-for-profit organisations. It continues the sight-restoring work pioneered by Fred Hollows in developing countries around the world. In fact, Fred’s image remains the key driver of brand recognition and donations to the charity.
Our challenge was to find a new way to use the powerful, yet familiar, archive photos of Fred in a donations campaign.
Our idea was to show how Fred’s pioneering work lives on through the foundation’s modern-day activities, years after his death.
To achieve this, we trawled through the charity’s archives to find old photographs of Fred that would seamlessly marry up with photographs of patients being treated today. The combined images were used across an integrated campaign including outdoor, print, digital, social and TV.
The campaign proved to help the charity cut through during the crucial end of financial year donation period. The integrated campaign delivered above target to provide the charity a record-breaking revenue period, while helping to maintain the brand image of Fred Hollows.