With The Fred Hollows Foundation.
Specsavers is celebrating its 15-year partnership with The Fred Hollows Foundation with a campaign via TBWA\Melbourne.
This year’s range features the artwork Tjukurpa Mulayangu by Ernabella artist Atipalku Intjalki.
The campaign aims to raise awareness of the critical eye health gap facing Aboriginal and Torres Strait Islander communities.
"To mark 15 years of our partnership with The Fred Hollows Foundation, we wanted to create a highly integrated, purpose-driven campaign that elevated the storytelling behind our 10th artist collaboration,” said Specsavers marketing manager awareness and consideration, Imogen Blaskett.
"We worked closely with our agency and production partners to authentically bring Atipalku Intjalki's story and artwork to life, with every creative decision grounded in respect, collaboration and a shared ambition to create meaningful impact beyond awareness.
"Our goal was to encourage more Australians to support a cause that makes a real difference while raising awareness of Aboriginal and Torres Strait Islander eye health and the impact this long-standing partnership continues to have."
It is estimated that one in four Aboriginal and Torres Strait Islander adults has never had an eye test, and they are three times more likely to experience vision impairment or blindness than non-Indigenous Australians, according to Specsavers.
Specsavers has sold more than 100,000 frames and donated more than $2.5 million to The Fred Hollows Foundation.
Specsavers has raised more than $11 million in Australia, with the aim of raising a further $500,000 through the sale of this year’s Limited-Edition range.
"This campaign was a chance to tell a story that belongs to Community. Tace, our Director at GARUWA, has family connections to Atipalku and ties to Pukatja, so we felt a deep responsibility,” said GARUWA producer Kiah Carter.
“This obligation meant working alongside TBWA and Specsavers from the beginning to set the direction and ensure culture and Community stayed at the centre.
“Atipalku's legacy, already profound, now extends to a national campaign contributing to better eye health outcomes for Aboriginal and Torres Strait Islander peoples. We proudly help carry it."
The partnership has helped deliver more than 155,000 eye screenings, over 20,000 surgeries and 16,400 diabetic retinopathy treatments across communities.
"They say a picture paints a thousand words, but for a legacy as rich as Atipalku’s, we wanted to go further,” said TBWA\Melbourne creative director, Stephanie Gwee.
“Through our partnership with GARUWA, we are able to offer viewers a connection to Country, opening a rare window into a side of her world they might otherwise never experience.
“This campaign is our chance to celebrate her lifelong legacy while supporting the vital work of closing the gap in eye health for Aboriginal and Torres Strait Islander communities."
The Limited-Edition campaign has been supported by a fully integrated media plan, including video across TV, BVOD/SVOD and online platforms, out-of-home, PR, and social and influencer activity across Meta.
"We’re so excited to bring Specsavers, ARE Media, and Marie Claire together for this campaign,” said EssenceMediacom associate director, Maddison Jones.
“We wanted to connect the beautiful story behind Atipalku Intjalki's artwork with Marie Claire’s smart, impact driven audience in a way that feels genuinely authentic.
"By tapping into their highly engaged community across social, digital and print, we’re using rich storytelling to turn a stunning frame launch into real-world impact.
“It’s a perfect example of how media can do more than just build reach — it can bring a community together to support First Nations eye health and make a life-changing difference."
Credits
Specsavers
- Dominic Savill – Trading Director, Specsavers ANZ
- Shaun Briggs – Director of Marketing Customer Attraction, Specsavers ANZ
- Anri McHugh – Head of Marketing Awareness & Consideration ANZ
- Imogen Blaskett – Marketing Manager Awareness & Consideration ANZ
- Joanne Dixon – Head of Creative Hub and Marketing Operations ANZ
- David Cross – Lead Designer, Specsavers Creative
- Jane Sargood – Senior Finished Artist, Specsavers Creative
- Ben Wade – Digital Designer, Specsavers Creative
Creative – TBWA\Melbourne
- Stephanie Gwee – Creative Director
- Claudia Sarosiek – Senior Creative
- Ben Ryding – Senior Creative
- Brigid Cook – Senior Strategist
- Sinead Costello – Senior Business Manager
- Alana Taylor – Producer
- Giorgia Fichera – Lead Designer
- Visual Thing – Retouching
Production – GARUWA
- Kieran Satour – Co-founder | Executive Producer (Gurindji/Malngin, Pertame Arrernte & Worimi)
- Tace Stevens – Director | Stills Photographer | Editor (Noongar and Spinifex)
- Kiah Carter – Producer (Wiradjuri)
- Hugh Sando – Cinematographer | Colourist (Whadjuk)
- Rah Dakota – Editor
- Jai Pyne – Original Music and Sound Design
- Anne Thompson – Translator and Voice Over
Media Agency – EssenceMediacom (a WPP Media brand)
- Maddison Jones – Associate Director
- Remona Salem – Group Investment Director
- Ella Rogan – Coordinator
- Matt Ridsdale – Client Partner
- Anthony O’Callaghan – Head of Investment
PR – Ogilvy PR
- Rebecca Crawford – Head of Consumer PR and Influence
- Taylah O'Neill – Senior Consultant
- Rosie Scanlan – Publicist
- Willa Webster – Senior Associate
- Sophie Pomie – Associate
