It is the first campaign from the organisation in more than two years.
Australian music greats Tim Minchin and Missy Higgins have lent their talent to support The Fred Hollows Foundation’s new brand campaign.
“Carry You”, a song written by Tim and released by Missy earlier this year, features in The Foundation’s new ad campaign, which encourages people to carry on Fred Hollow’s legacy of ending avoidable blindness.
The song was written for Tim’s Foxtel series Upright.
The campaign launches this month and will feature on television, radio and online as well as versions for print and outdoor. Australian actor and writer Rhys Muldoon provides the voiceover for the television and radio ads.
The Foundation’s director of brand and communications Alison Hill says the song was a perfect fit for The Foundation’s first creative campaign in more than two years.
“Carry You is an emotive and unashamedly Australian song and so is the work and history of The Fred Hollows Foundation," Hill says.
"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.
“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.
“The effects of restoring sight are huge. The patients featured in our campaign are a testament to how good vision can lift people out of poverty, give them an independent life and the ability to support their family.
“That is why we need to carry on Fred’s legacy and make sure everyone who should be able to see properly can.
“We are thrilled and grateful that Tim, Missy and Rhys, such talented and respected Aussie artists and writers, support this vision.
“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.
“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.”
This is not the first time Tim has thrown his support behind The Foundation.
In 2017 he performed a song at a gala fundraising dinner hosted by The Foundation’s global ambassador, Joel Edgerton, in Los Angeles.
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