Ardent has been appointed to lead the public relations campaign for The Fred Hollows Foundation.
The independent agency will support the not-for-profit across earned media relations, ambassador procurement, influencer engagement, and social media amplification for two major community fundraising events in 2024.
For almost 32 years, The Fred Hollows Foundation has restored sight to more than 3 million people and currently works in over 25 countries worldwide, including across Indigenous Australian communities.
Tapping into Ardent’s strategic creativity and integrated and collaborative PR storytelling, the campaign aims to build brand awareness and loyalty among a new generation of supporters across two community fundraising events, Fred’s Big Run and the Sydney Harbour Hike.
Esther Au, head of communications at The Fred Hollows Foundation, said the partnership and importance of the Foundation’s community events in propelling the charity’s mission to eliminate avoidable blindness worldwide.
“Events like Fred’s Big Run and the Sydney Harbour Hike bring people together for a physical challenge while helping many more people learn about and support The Foundation’s work.
“This campaign will drive novel and engaging approaches to community engagement, helping us raise vital brand awareness and funds.”
The Ardent team
Elouise Hahn, Ardent’s chief operating officer, credited the agency’s full-service mindset and creative strategic solutions for the appointment.
“We are thrilled to embark on this journey with The Fred Hollows Foundation, leveraging our seamless integrative appraoch and creative thinking to add our mark on what is an iconic Australian charitable legacy.”
“It is Ardent’s ethos and passion to seamless and personalised growth strategies that blend transparency and honest accountability enabling us to find affinity with our partners across categories and propel our growth trajectory as an integrated agency.”
The Fred Hollows Foundation account adds to Ardent’s growing roster of not-for-profit partners, including award-winning regional and rural care provider, Whiddon, international aid agency, Action on Poverty, heartkids, Spinal Cure and several leading independent schools.
See also: Ardent welcomes new additions to its Sydney team and client portfolio