Fred Hollows TV ad wins not for profit award

October 22 2009, 6:51 pm | BY Lynchy | 3 Comments

HOLLOWS.pngA 90 second television commercial featuring the late Professor Fred Hollows has been named the world’s best not for profit television ad at an awards ceremony held in The Netherlands overnight. The Fred Hollows Foundation’s TV spot beat a field of international contenders to win the Gold Star Award for non-profit video advertising. The awards are presented annually at the International FundraisingCongress, which brings together representatives of non-profit groupsfrom over 55 countries.

“Fred Hollows made people stand up and take notice. This awardshows his message is as powerful today as it was when he passed away in1993,” says The Fred Hollows Foundation’s Communications and CommunityEducation Manager, Joe Boughton-Dent.

“Three out of four people who are blind don’t have to be. They canbe helped with a simple operation, sometimes costing as little as $25,”says Boughton-Dent.

The Fred Hollows Foundation’s spot has been showing on Australian television since June this year. Itfeatures archival footage of Fred Hollows, combined with stories ofpeople from around the world who have had their sight restored by TheFred Hollows Foundation. It also includes music by Australian band Jet, who provided their song Shine On as a soundtrack.

“Thead started out as a YouTube clip which was longer. It got agreat response and has been viewed over 50,000 times, so we knew peoplewere interested in the story of Fred and what he achieved,” saysBoughton-Dent.

“I think a lot of organisations are using the webas a testing ground for their campaigns now. It doesn’t cost anythingand people can leave feedback, which helps you work out what isworking.”

“The response from the awards ceremony in TheNetherlands is that people liked our advertisement because the story ofFred Hollows is inspiring. I think people really respond to thatpositive message that one person can have a real impact,” saysBoughton-Dent.

The other finalists for best non profit video advertisement included Action Aid, RSPCA and Operation Smile.

TheGold Star Award is presented annually at the International FundraisingCongress, which brings together representatives of non-profit groupsfrom over 55 countries. Last year’s Award was won by UK charity, theNSPCC, which beat finalists from Canada, Mexico and the UK.