Create a campaign that inspires Bequest giving that’s philanthropic and immortal.
The Fred Hollows Foundation (FHF) restores sight to people around the world who are suffering avoidable blindness. They’ve restored sight to more than 2.5 million people, often with a simple, 20 minute operation.
Bequest giving is a legacy that has continuous momentum and effect on the world for generations to come. The Bequest program stewards and provides information for people considering leaving a gift in their will. For this campaign we were tasked to develop a concept narrative that would speak to cold and warm audiences, across their highly personal journey to making a gift in their Will.
‘For Sight, For Life – For One Another’ taps into the purpose of Bequest giving, at once philanthropic (for the benefit of others) and Immortal (your values live on).
The play on words using foresight/for sight, references the heart of Bequest giving. The extended messaging ‘for one another’, pays homage to one of the key values of the Fred Hollows Foundation – the multiplier effect. Before he passed, Fred Hollows trained surgeons overseas, and by “teaching the teachers first”, he knew he was creating a multiplier effect of learning that has gone on to transform thousands of lives.
We consulted on campaign messaging, branding, content direction and implementation to deliver a cohesive and continuous conversation across all donor touchpoints.
We worked in partnership with the team Three Blocks Left on the creation of our Bequest campaign. Involved from the early stages, they helped us develop the overall creative objective and direction, and came up with a brilliant solution for our campaign. ‘For Sight, For Life’ aligns perfectly with our organisation’s core values and we love it. The team at TBL also lead the creative design for our bequest packs. They created a beautiful look and feel across the materials, and were responsive and easy to work with throughout the whole process. We would highly recommend them – thank you team TBL!
NADIA ADEN, PLANNED GIVING MANAGER
THE FRED HOLLOWS FOUNDATION
We acknowledge the Traditional Owners of country throughout Australia
and recognise their continuing connection to land, waters and culture.
We pay our respects to their Elders past, present and emerging.