Independent agency Bastion has partnered with the 2025 Good Friday Appeal to spearhead a public relations campaign for The Royal Children’s Hospital (RCH). The campaign is scheduled to run from March 4 to April 18, 2025, with the aim of increasing awareness and fundraising efforts.

The initiative seeks to blend the Appeal’s long-standing heritage with contemporary digital strategies to engage new audiences and boost donations. Bastion will lead media engagement, ambassador relations, and strategic communications throughout the campaign.

The campaign will focus on enhancing digital efforts, expanding media partnerships, and highlighting patient stories. Bastion will collaborate with ambassadors, influencers, and corporate partners to encourage participation and support. The campaign also aims to connect with multicultural communities and younger audiences.

Bastion's approach involves impactful storytelling and media coverage across multiple platforms. The Good Friday Appeal has been a community initiative for 94 years, and Bastion is Australasia’s largest independent full-service marketing and communications agency, boasting over 300 staff across various locations. Its client list includes major companies such as Air New Zealand, Microsoft, and L’Oréal.

Managing Director of Corporate Communications and PR at Bastion, Richard Chapman, said: "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."

Executive Director of the Good Friday Appeal, Rebecca Cowan, said: "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."