Fred Hollows was awarded Australian of the Year in 1990 and the foundation wanted to mark this anniversary with an awareness campaign.
Our idea was to show other former Australians of the Year talking about Fred’s amazing sight-restoring work and the positive legacy of the foundation he created. The TVC featured people including Steve Waugh, Dick Smith, Ita Buttrose, Adam Goodes, Lee Kernaghan and Dr Fiona Wood.
The integrated campaign ran across TV, social, digital and radio.
The campaign was picked up by the media and was featured on numerous TV shows including The Project. Also, while it was not designed to be a fundraising campaign, the work contributed towards the foundation having a record-breaking year for donations.
If you would like to help The Fred Hollows Foundation you can donate here.