The Good Friday Appeal is an iconic 91 year old fundraiser that has contributed over $420M to The Royal Children’s Hospital’s funding. Each year, The Good Friday appeal works with a patient from The Royal Children’s Hospital to act as ambassador for their fundraising campaign. In 2022, this was 8-year-old Isla and 3-year-old Alex.

Develop a new approach for the Good Friday Appeal’s 2022 fundraising campaign, considering that the child ambassadors must be at the very centre of the campaign and prioritising digital.

After filtering through some supplied imagery we quickly realised two things. Firstly, for kids like Alex and Isla who’ve both spent the majority of their lives in hospital, there are limited pastimes. Secondly, despite this, these kids weren’t ever going to let that stop them, and were incredible at bringing their energy onto paper. 

Yes! There were so many images of Isla and Alex surrounded by colouring in, paintings, and drawings – each as vibrant and energetic as they are. The artworks were so vibrant and beautiful in fact, that we simply couldn’t go without letting Isla and Alex take the reigns for the 2022 campaign. So that’s what we did. We gave a 3-year-old and an 8-year-old the colouring page and told them to colour away!

Their artwork became part of The Good Friday Appeal lock up for 2022 and gave us the building blocks to create a colourful, positive, recipient-centric campaign that came to life across digital, social, outdoor and TV. 

The results were staggering, with the campaign achieving; a record breaking $23 million raised, a 28x return on ad spend, a 29% increase in fundraising year on year, a 1,052% return on investment, and $742,000 raised on an initial target of $75k for last click paid media. The project was also the national winner of Not-for-profit Marketing Award at the AMI Awards, 2022.