Glaucoma Australia wants Aussies to find, snap and share sights to take Glaucoma blindness out of the picture in new TV campaign via HBK

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In 2022 Glaucoma Australia embarked on its first fundraising initiative. In 2023, the success of that inaugural effort has led to an exciting evolution of this unique fundraising challenge that, for the month of March, highlights the importance of sight, as it seeks to raise vital research and support funds for the 300,000 Australians at risk of glaucoma blindness.


The ask is simple, and engagingly active. ‘Walk. Cycle. Run. Skate. Paddle. However, you like to move this March, Glaucoma Australia wants Australians to Find, Snap and Share sights they see when they are out and about – exercising, socialising or simply hanging.’

Working pro bono to drive broader awareness of the initiative, HBK created a dynamic and vibrant community service TVC to promote the ’7 Sights Challenge’.

Using the voice of Ambassador Kirk Pengilly, the TVC forms a key part of an integrated multi-channel campaign urging Australians to get involved. With its vibrant use of colour, shape and fast-cut images, up-tempo contemporary soundtrack, and inviting Kirk Pengilly narration, the TVC acts as a dynamic call to arms for a creative challenge that reminds potential participants of the importance of sight!

Says Gillian Hopkins, marketing and customer engagement manager, Glaucoma Australia: “The campaign invites all Australians to look more deeply, even for just a short time, to see what is around them, and appreciate being able to see those things. Sight is a gift we often take for granted. And an ability that, unless diagnosed early, can result in irreversible blindness – a tragic outcome that, with regular eye tests, is completely avoidable.

Says Natalia Shore, client services director, HBK: “We are excited to partner with Glaucoma Australia for such an important cause. Combining the energy of the fundraising activity with the vibrancy of the campaign, an energetic soundtrack and beautiful imagery we have brought to life this exciting initiative to help encourage Australians to ‘get out and about’ and ‘find snap and share’ to ‘help take glaucoma out of the picture!”

The 7 Sights Challenge is live for the month of March. To register, sponsor a participant to raise much-needed funds or simply donate, visit the 7 sights Challenge at

Client: Glaucoma Australia
Richard Wylie – CEO
Gillian Hopkins – Marketing and Customer Engagement Manager
Saarah Abdeen – Digital Marketing Specialist
Betty Zeritis – Fundraising Manager

Agency: HBK
Mandy Hampson – Creative Director
Stuart Laverie – Senior Copywriter
Pip Higgins – Creative
Katelyn Clark – Offline Editor, Online Editor & Colourist
Natalia Shore – Client Services Director

Voiceover & Sound
Kirk Pengilly – Voiceover Artist
Mark Tanner Sound – Sound Engineer

PR and Media – Morey Media
Jane Morey – Founder & Director