The Good Friday Appeal is an iconic event aimed at raising money for Melbourne’s Royal Children’s Hospital. Over the past 91 years the Appeal had successfully engaged the community across a multi-channel traditional fundraising approach. However, after Covid, it was evident they needed to retain the traditional channels but invest further in digital for future growth. In 2022 they came to ntegrity to take their digital strategy to its next stage of growth.

To do so, we took a new approach to the iconic Faces of the Appeal.

The idea was to let the kids behind the Good Friday Appeal create as much of the campaign as possible. We created a look and feel that Isla and Alex, our two ambassadors, could engage with and then let them take the art direction from there.

With their crayons and paint they created the lock up for the campaign. We then worked with them to write messaging that was used across all our channels so they could tell their story in their own words. We then brought it all to life everywhere — across digital, social, outdoor and on TV. The kids’ work was amazing — creating a campaign that was authentic, colorful, eye-catching, positive, and as upbeat as they are.

We then created a detailed marketing strategy to share their story with donors and managed the digital advertising.