There is recovery software that will find the photos - RescuePro amongst others. Normally formating just wipes the tables that hold the information regarding where the actual file is held. The actual file data is not deleted as such.
Google Ad has just appeared at the top of the page for CardRecovery.com. I don't know anything about it. Have used RescuePro will good results. Even recovered photos from a few years ago.
Peter there was a thread regarding recovery software, BUT, I cant remember where, so just do a search for recovery software.

Peter, the most important thing at the moment is for your friend not to use the card until he's tried the recovery software. RescuePro (as supplied by sanDisk as a freebie with some of their cards) can recover files even after the card has been formatted but can't dig them out from under a file that's overwritten them.
I may have a copy of the software on a fresh disk somewhere. Ifg I find it, I'll let you know and will send it up for him/you to try.