Specsavers brings Ernabella artist Atipalku Intjalki’s story to life in new purpose-led campaign via TBWA\Melbourne and GARUWA

Specsavers has launched a new purpose-led campaign developed by TBWA Melbourne in partnership with First Nations-owned and led production company GARUWA, celebrating its 15-year partnership with The Fred Hollows Foundation, featuring the latest iteration of its Limited-Edition frames designed to help close the gap in eye care for Aboriginal and Torres Strait Islander communities.

This year’s range features the artwork Tjukurpa Mulayangu by Ernabella artist Atipalku Intjalki and is now available at Specsavers in-store and online across Australia, with $25 from every pair sold donated directly to The Fred Hollows Foundation.

Aligning with Specsavers’ purpose of ensuring everyone has access to quality eye care, the campaign aims to raise awareness of the critical eye health gap facing Aboriginal and Torres Strait Islander communities. It is estimated that one in four Aboriginal and Torres Strait Islander adults has never had an eye test, and they are three times more likely to experience vision impairment or blindness than non-Indigenous Australians. Specsavers’ long-standing partnership with The Fred Hollows Foundation continues to support efforts to address this gap in access, with proceeds from the campaign helping to restore sight and provide essential eye care to communities across Australia.

Over the last decade of artist partnerships, Specsavers has sold more than 100,000 frames and donated just over $2.5 million to The Fred Hollows Foundation. Across 15 years of partnership, Specsavers has raised more than $11 million in Australia, with the aim of raising a further $500,000 through the sale of this year’s Limited-Edition range. The partnership has helped deliver more than 155,000 eye screenings, over 20,000 surgeries and 16,400 diabetic retinopathy treatments across communities.

Says Imogen Blaskett, Marketing Manager Awareness and Consideration at Specsavers: “To mark 15 years of our partnership with The Fred Hollows Foundation, we wanted to create a highly integrated, purpose-driven campaign that elevated the storytelling behind our 10th artist collaboration.

“We worked closely with our agency and production partners to authentically bring Atipalku Intjalki’s story and artwork to life, with every creative decision grounded in respect, collaboration and a shared ambition to create meaningful impact beyond awareness.

“Our goal was to encourage more Australians to support a cause that makes a real difference while raising awareness of Aboriginal and Torres Strait Islander eye health and the impact this long-standing partnership continues to have.”

The campaign combined strategic, creative and cultural expertise from the outset to ensure Atipalku Intjalki’s story was told with authenticity and respect.

Says Kiah Carter, Producer at GARUWA: “This campaign was a chance to tell a story that belongs to Community. Tace, our Director at GARUWA, has family connections to Atipalku and ties to Pukatja, so we felt a deep responsibility. This obligation meant working alongside TBWA and Specsavers from the beginning to set the direction and ensure culture and Community stayed at the centre. Atipalku’s legacy, already profound, now extends to a national campaign contributing to better eye health outcomes for Aboriginal and Torres Strait Islander peoples. We proudly help carry it.”

Says Stephanie Gwee, Creative Director at TBWA\Melbourne: “They say a picture paints a thousand words, but for a legacy as rich as Atipalku’s, we wanted to go further. Through our partnership with GARUWA, we are able to offer viewers a connection to Country, opening a rare window into a side of her world they might otherwise never experience. This campaign is our chance to celebrate her lifelong legacy while supporting the vital work of closing the gap in eye health for Aboriginal and Torres Strait Islander communities.”

To further amplify the launch, Specsavers also partnered with Marie Claire to deliver a deeply engaging, multi-channel editorial campaign. Spanning print, digital, EDM, social, and sponsored editorial, the partnership culminated in an exclusive event to celebrate the dual milestones of the 15-year partnership and the 10th artist collaboration.

Says Maddison Jones, Associate Director at EssenceMediacom: “We’re so excited to bring Specsavers, ARE Media, and Marie Claire together for this campaign. We wanted to connect the beautiful story behind Atipalku Intjalki’s artwork with Marie Claire’s smart, impact driven audience in a way that feels genuinely authentic.

“By tapping into their highly engaged community across social, digital and print, we’re using rich storytelling to turn a stunning frame launch into real-world impact. It’s a perfect example of how media can do more than just build reach — it can bring a community together to support First Nations eye health and make a life-changing difference.”

The Limited-Edition campaign has been supported by a fully integrated media plan, including video across TV, BVOD/SVOD and online platforms, OOH, PR, and social and influencer activity across Meta.

Specsavers
Dominic Savill, Trading Director Specsavers ANZ
Shaun Briggs, Director of Marketing Customer Attraction, Specsavers ANZ
Anri McHugh, Head of Marketing Awareness & Consideration ANZ
Imogen Blaskett, Marketing Manager Awareness & Consideration ANZ
Joanne Dixon, Head of Creative Hub and Marketing Operations ANZ
David Cross, Lead Designer, Specsavers Creative
Jane Sargood, Senior Finished Artist, Specsavers Creative
Ben Wade, Digital Designer, Specsavers Creative

Creative: TBWA\Melbourne
Stephanie Gwee, Creative Director
Claudia Sarosiek, Senior Creative
Ben Ryding, Senior Creative
Brigid Cook, Senior Strategist
Sinead Costello, Senior Business Manager
Alana Taylor, Producer
Giorgia Fichera, Lead Designer
Visual Thing, Retouching

Production: GARUWA
Kieran Satour, Co-founder | Executive Producer (Gurindji/Malngin, Pertame Arrernte & Worimi)
Tace Stevens, Director | Stills Photographer | Editor (Noongar and Spinifex)
Kiah Carter, Producer (Wiradjuri)
Hugh Sando, Cinematographer | Colourist (Whadjuk)
Rah Dakota, Editor
Jai Pyne, Original music and Sound design
Anne Thompson, Translator and VO

Media Agency: EssenceMediacom, a WPP Media brand
Maddison Jones, Associate Director
Remona Salem, Group Investment Director
Ella Rogan, Coordinator
Matt Ridsdale, Client Partner
Anthony O’Callaghan, Head of Investment

PR: Ogilvy PR
Rebecca Crawford, Head of Consumer PR and Influence
Taylah O’Neill, Senior Consultant
Rosie Scanlan, Publicist
Willa Webster, Senior Associate
Sophie Pomie, Associate

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