Young Lions Cyber Competition
Background information
The Fred Hollows Foundation is an international development organisation focused on blindness
prevention, based in Australia. The Foundation is inspired by the work of the late Professor FredHollows (1929–1993) who was an eye doctor, a skilled surgeon of international renown and a social
justice activist. Like Fred, our vision is for a world where no one is needlessly blind. We currently workin over 19 countries. Everything we do is aimed at empowering local people to establish government
supported, sustainable and comprehensive eye health programs.
Avoidable Blindness
Approximately 32.4 million people in the world are blind. A staggering 80 per cent (4 people out of 5)of these cases are avoidable or treatable. Untreated cataract is by far the most common cause of
avoidable blindness – but other diseases include trachoma and diabetic retinopathy.
Why are people blind?
In most cases, blindness is preventable or treatable. In fact almost half of those people with avoidable
blindness suffer from a condition called cataract which is a disease that can be corrected by anoperation that takes around 20 minutes and costs as little as $25US.
People are blind in the world today because they don’t have access to or cannot afford treatment
readily avoidable to people living in the developed world.
Treating blindness
We can end avoidable blindness by addressing three areas:
1.
2.
3.

Disease control – eliminate infectious diseases like trachoma and control other diseases likecataract and diabetic retinopathy
Human resources – ensure there are enough trained eye doctors and medical staff tosupport eye health services
Infrastructure and equipment – ensure that eye health professionals have the tools andresources to treat patients, regardless of where they live.

Underpinning these three pillars are community education, research, advocacy and resource
mobilisation (ensuring that blindness prevention and treatment receive appropriate funding).
The role of governments
Development organisations like The Fred Hollows Foundation can only do so much to end avoidable
blindness on our own. We will only end avoidable blindness globally when national governments
properly fund their own sustainable eye health programs.
We believe that ending avoidable blindness is the low hanging fruit of all government healthinterventions. But in most cases, governments do not see avoidable blindness as a priority area – and1|Pagetherefore simple measures needed to help people see, are not addressed. With your help, we want tochange this.
The Brief
Create an online campaign to raise the profile of avoidable blindness as a global issue that can andmust be addressed.
Target Audience A global audience to help influence governments and decision makers – particularly those indeveloping countries where 90 per cent of all avoidable blindness exists
Insight
 32.4 million people in the world are blind, but 80 per cent of these cases (or 4 out of 5), areavoidable or treatable.
 A further 191 million people are visually impaired
 90 per cent of all avoidable blindness is in the developing world
 It’s estimated that on average in developing countries, an additional $2.20 per capita, peryear, for the next ten years - is required to end avoidable blindness and vision impairment.
 It is estimated that for every $1 invested in preventing someone from going blind, at least
four times the financial benefit goes to the economy. This places investment in eliminatingavoidable blindness on par with primary education, in terms of its broader economic value.
 Over 50 per cent of global blindness is caused by cataract, a disease easily treated throughan operation taking as little as 20 minutes, and costing as little as $25USD in some countries.
Campaign objective
To mobilise political will to act NOW to end avoidable blindness
Key messages
 We can end avoidable blindness
 4 out of 5 people who are blind, don’t need to be (or 80% of blindness is avoidable)
Tone of voice
The Fred Hollows Foundation is the fastest growing NGO in Australia. We believe our success is largely
based on being positive. We want people to feel inspired and feel like they are part of changing theworld.
Mandatory inclusions
This campaign is about the issue - not our brand. We just want people to know the online campaign is
powered by The Fred Hollows Foundation.
BudgetNone specified – but feel free to think big. We’re changing the world here!
Timelinet
The campaign could begin on International World Sight Day 2014, which this year falls on 9 October
2014. The duration of the campaign should be set by the competition participants.
KPI Campaign reaches a significant global audience both in the developed and developing world.
 Campaign has a measureable impact in mobilising support for blindness prevention in developingcountries
FTP
Euroftp.topright-group.com
U: lionscyber2014
P: M4vericks!

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