The Challenge Presented:

The Bastion PR team was tasked with generating significant cut through and national attention for the 2026 Good Friday Appeal to drive donations and share impactful patient stories. In its 95th year, the Appeal faced a challenging environment, with Australians under pressure from the cost-of-living crisis.

The Strategy Created:

We developed a multi-channel media matrix designed to sustain momentum and storytelling in the lead up to the Appeal in April 2026.

By leveraging powerful patient narratives, the Faces of the Appeal, partners, grassroots fundraisers and key media relationships with Herald Sun, The Weekly Times, Geelong Advertiser, Ace Radio and Channel 7, we ensured consistent visibility and emotional connection at scale.

The Strength Achieved:

We put the Good Friday Appeal in a position of strength by mobilising the community around stories that inspired both pride and action, making every donation feel meaningful regardless of size.

The stories of 7-year-old Ollie and 4-year-old Alissa became central to the campaign, bringing the hospital’s impact to life. Ollie’s dream of meeting his hero, Collingwood star Nick Daicos, created a defining moment that resonated widely.

On Appeal Day, this momentum translated into sustained, high-volume media coverage, strong ambassador engagement and strategic media relations support involving the Victorian Premier and the Deputy Prime Minister.

The Bastion PR team executed a multi-channel communications plan across all touchpoints, driving maximum visibility and culminating in a record-breaking result of $25,268,485.