Bastion played a pivotal role in delivering the 2025 Good Friday Appeal campaign. The campaign comprised a regional launch to engage communities across the state, a metro launch to build momentum in metro Melbourne areas and culminated in the crescendo of the Good Friday Appeal on Good Friday itself. These coordinated efforts resulted in a record breaking year, raising an impressive $23,822,792 to support the Royal Children’s Hospital, making the campaign a historic success.  

A key component of the campaign was the extensive mass pitching efforts, which involved story mining and storytelling across a wide range of stakeholders, including patients, fundraisers, volunteers, and brand partners. We also worked closely with GFA media partners Channel 7, Herlad Sun and The Weekly Times, to maximize story telling opportunities and coverage. Additionally, we engaged and managed a suite of ambassadors who generously worked pro bono to amplify the Good Friday Appeal’s messaging, encouraging their followers to dig deep and donate, significantly boosting awareness and contributions. 
 

Output: 
– 4 x media calls across the campaign period (regional, metro and Good Friday) 
– Media and influencer relations – successfully onboarding seven new talent on pro-bono basis 
– Development of a media hub 
– Production of 3 x content pieces telling the GFA story through the lenses of volunteers and fundraisers 
– 18,000 pieces of media and influencer coverage across the campaign period