QMS, a digital outdoor media company, has announced its partnership with The Royal Children's Hospital Good Friday Appeal for the third consecutive year. The collaboration aims to support the 2025 fundraising campaign across Victoria, utilising QMS's digital large format sites to raise awareness and encourage donations.

The campaign is scheduled to run from 3 March to 21 April 2025. For the first time, the initiative will extend beyond Melbourne into regional Victoria, reaching areas such as Barwon Health, Bendigo Health, Grampians Health, Goulburn Valley Health, Albury Wodonga Health, and Latrobe Regional Health. This expansion aims to broaden the appeal's reach and impact.

The 2025 campaign will feature the stories of six-year-old Jack and four-year-old Mimi, which highlight the hospital's mission to help children thrive. Since its inception in 1931, the Good Friday Appeal has raised over $468 million for The Royal Children's Hospital in Melbourne. The funds are allocated for state-of-the-art equipment, patient and family care programs, research, and staff education and development.

QMS Chief Operating Officer, Sara Lappage, expressed pride in the ongoing partnership. "Everyone at QMS is extremely proud of our ongoing partnership with The Royal Children's Hospital Good Friday Appeal and the incredible work the hospital does for sick children and their families," she said.

Lappage further stated, "It's an honour for QMS to utilise our digital network across Victoria and once again provide a platform to help raise awareness of this important fundraising event and encourage everyone to get involved and donate."

The partnership will see QMS supporting the appeal by collecting donations during events such as Kids Day Out and the AFL Good Friday SuperClash at Marvel Stadium. QMS is recognised for providing dynamic and innovative advertising solutions through digital and traditional billboards, street furniture, and airport locations.

Rebecca Cowan, Executive Director of the Good Friday Appeal, expressed gratitude for QMS's support. "Thank you to QMS for your very generous support for the third year. Being able to share the gorgeous faces of Jack and Mimi across the QMS network is a powerful reminder to get involved in the Appeal. With the GFA and RCH continuing the funding of regional health services in 2025, it is also wonderful to expand this support into regional areas," Cowan said.

Lappage also emphasised the importance of community involvement in the appeal. "No matter how big or small, every donation enables the hospital to help sick children live healthier lives and realise their full potential," she stated.

The collaboration between QMS and The Royal Children's Hospital Good Friday Appeal underscores a commitment to enhancing healthcare for children across Victoria. The expansion into regional areas marks a significant step in reaching more communities and encouraging widespread participation in the fundraising efforts.