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The Fred Hollows Foundation: Fred’s Big Run

by | 6 Jan 2025 | Uncategorised

The Fred Hollows Foundation: Fred’s Big Run

Shannon Muscolino
PR & Communications Account Director
Ardent

The Fred Hollows Foundation’s Fred’s Big Run is more than a fundraiser — it’s a movement that brings people together on a shared mission restore sight. Our Ardent team not only drove success through our comprehensive PR strategy but ourselves participated, bringing us even closer to our partners core mission.

Passionate participants

Raised to restore sight worldwide ($)

Media impressions generated (Millions)

The Business

For over 30 years, The Fred Hollows Foundation has been on a mission to eliminate avoidable blindness and improve the health of Indigenous Australians. From humble beginnings around the kitchen table of Fred and Gabi Hollows, The Foundation has restored sight to over 3 million people across 25 countries worldwide in continuing Fred’s vision, making it one of Australia’s top-five most trusted charities.

Fred’s Big Run, a virtual challenge that first launched during COVID lockdowns in August 2020, has become a celebrated annual event where participants walk or run their chosen distance throughout August to fundraise for The Foundation’s sight-restoring programs worldwide.

Partnering with The Fred Hollows Foundation, Ardent aimed to amplify awareness and excitement around Fred’s Big Run by strategically blending media engagement, high-profile ambassadors, and a sense of community camaraderie. Through heartwarming storytelling, high-energy ambassador partnerships, and targeted media placements, Fred’s Big Run reached a new level of engagement, ensuring the Foundation’s story landed with both young and seasoned supporters.

The Challenge

Fred’s Big Run faced a unique challenge: reaching a broader, younger audience while retaining the support of The Fred Hollows Foundation’s established, loyal donor base. The goal was to make eye health an urgent and relatable cause for younger generations, who may not yet view sight loss as an immediate concern.

Competing in a crowded space of charitable events, each vying for public attention, the campaign needed to elevate its presence to truly stand out. This required a nuanced approach that could stand out while preserving The Foundation’s core message. The challenge lay in crafting a campaign that would inspire participants across generations, balance legacy with innovative media storytelling strategies and ultimately, deliver a dynamic and unwavering call to action.

Our Process

To tackle the brief and ensure campaign success, Ardent devised a comprehensive PR strategy with a multi-pronged approach to expand Fred’s Big Run’s reach across diverse demographics and media channels, including:

  • Dynamic Media Outreach: We crafted 19 specialised media releases and community stories, supported by targeted pitches that spotlighted the people-powered energy of the event, securing over 74 individually tailored media placements. Our goal? To make headlines with heart.
  • Star-Powered Ambassadors: Bringing on former Socceroo star Archie Thompson, we added a playful twist with a 50km run challenge (plus 50 daily soccer juggles!). With prominent features on Triple M Melbourne and ABC Radio Melbourne, Archie’s participation helped take the event to new heights.
  • Community-Driven Stories: From 22 extraordinary individuals came stories that captivated audiences, like young Daniel Green, one of The Foundation’s youngest fundraisers, and vision-impaired swimmer James Pittar. These inspiring participants made media headlines that directly drove donations.
  • Influencer and Community Engagement: We didn’t stop with media coverage; we also collaborated with popular Run Clubs like Coastal Cadence and Underground Run Club to help get the word out, combining digital reach with real-world running enthusiasts.
  • Tight Collaboration: We kept communication flowing seamlessly with the Fred Hollows team, giving us the agility to optimise efforts and pivot in real time as the campaign evolved.

The Impact

Fred’s Big Run 2024 proudly exceeded expectations, reaching 4.7 million people and surpassing placement KPIs by a solid 63%. Ardent achieved 32 national media placements, with an additional 245 local and regional spots helping to saturate storytelling across all levels of media.

Community ambassador stories did more than inspire; they mobilised support and resulted in direct donations – proof that the personal touch truly resonates. Thanks to outstanding media coverage and compelling storytelling, Fred’s Big Run raised a phenomenal $1,146,927, with 5,588 participants stepping up for the challenge.

With an impressive 100% positive sentiment, the campaign successfully engaged new supporters while rallying loyal fans to an impactful finish line.