Sync Watch: Tim Minchin & Missy Higgins in Fred Hollows campaign
The Fred Hollows Foundation has adopted a song from Tim Minchin and Missy Higgins for its first creative campaign in over two years.
‘Carry You’ was originally written by Minchin for his Foxtel series Upright and was released by Higgins earlier this year, and features in The Foundation’s new ad campaign.
The creative encourages people to carry on Hollows’ legacy of ending avoidable blindness.
The campaign, created by the agency Campaign Edge, launches this month and will feature on television, radio and online as well as versions for print and outdoor.
The Foundation’s director of brand and communications, Alison Hill, said the song was a perfect fit for the new campaign.
“‘Carry You’ is an emotive and unashamedly Australian song and so is the work and history of The Fred Hollows Foundation,” Hill said.
“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.”
Australian actor and writer Rhys Muldoon lends the voiceover for the broadcast spots.