Former Australians of the Year including Adam Goodes, Ita Buttrose and Dick Smith have joined together 25 years after Fred Hollows received the honour in support of his organisation.
The TV-led campaign, for the Fred Hollows Foundation was created by Sydney independent agency Core and aims to remind Australians of Hollows' legacy and encourage donations.
It uses a mix of archival and modern footage of Hollows helping to restore sight interspersed with commentary from other Australians of the Year.
Both the 60- and 30-second television sports will launch today – the same day the 2016 Australian of the Year is announced.
Core creative partner Christian Finucane says: “Fred Hollows has always been a cherished icon in Australian culture and the speed that other former Australians of the Year put up their hands to be part of the campaign is testament to that.”
The campaign is the first from Core since their appointment to the account in November 2015.
The Fred Hollows Foundation was established in 1992 and has helped restore sight to cataract-blind people.
Director of the foundation's public affairs Nick Martin says: “We were delighted and honoured that so many inspiring Australians of the Year gave up their time to help us spread the word about Fred's work.”
“All of these people are leaders in their fields and were so generous in sharing their support for Fred's vision to end avoidable blindness.”
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.