Bastion Helps Sick Kids by Driving Awareness for Good Friday Appeal

Leading integrated communications agency Bastion is proud to partner with the 2025 Good Friday Appeal to implement an impactful public relations campaign that drives awareness and fundraising efforts for The Royal Children’s Hospital (RCH). Running from March 4 to April 18, the campaign combines the Appeal’s rich heritage with modern digital strategies, to engage new audiences, share inspiring stories, and drive vital donations.

On April 18, the 2025 Good Friday Appeal will rally communities across Victoria to support life-saving paediatric care. Bastion is leading media engagement, ambassador relations, and strategic communications to maximise awareness and participation for this iconic initiative.

The 2025 campaign focuses on enhancing digital efforts, expanding media partnerships and spotlighting inspiring patient stories. By tapping into regional and online channels, the campaign seeks to broaden reach and deepen public engagement.

Bastion is also collaborating with ambassadors, influencers, and corporate partners to drive participation and strengthen support. Through diverse perspectives that resonate with multicultural communities and younger audiences, the campaign aims to inspire widespread involvement.

Bastion’s phased earned media strategy combines impactful storytelling and media coverage across multiple platforms. By placing personal experiences at the campaign’s core, Bastion has tailored messaging to the most effective channels, successfully building momentum leading up to Good Friday.

Richard Chapman, managing director of corporate communications and PR at Bastion, expressed his enthusiasm for the partnership.

"We are incredibly proud to partner with the Good Friday Appeal, an initiative that holds such a special place in the hearts of Australians. Our team at Bastion is committed to amplifying the Appeal’s incredible work, sharing powerful stories, and connecting with diverse audiences to drive meaningful support for The Royal Children’s Hospital. We are thrilled to be supporting this iconic campaign, working with the wonderful Good Friday team and their partners and look forward to helping make the 2025 Appeal the most impactful yet," said Chapman.

Rebecca Cowan, executive director of the Good Friday Appeal, welcomed Bastion’s involvement.

"We’re thrilled to welcome Bastion as our PR partner for the 2025 Good Friday Appeal. Their expertise in storytelling and innovative media strategies will play a pivotal role in helping us amplify the voices of our patients, partners, and supporters. Together, we aim to connect with new audiences, drive donations, and ensure the incredible work of The Royal Children’s Hospital continues to make a difference in the lives of children and families across Victoria and beyond," said Cowan.

The Good Friday Appeal has been a cornerstone of community generosity for 94 years, and with Bastion’s support, the 2025 campaign is set to reach new heights broadening community engagement and fundraising success.

Visit goodfridayappeal.com.au to donate and be part of a movement that changes lives. Together, we can make a lasting difference in the lives of sick kids.