The Good Friday Appeal
Who says you can't colour outside the lines?
The Good Friday Appeal (GFA) is an iconic 91 year old fundraiser that has contributed over $420M to The Royal Children’s Hospital with collections, door knocking, a telethon, corporate partners, traditional media and events.
However its reliance on traditional fundraising methods meant the Good Friday Appeal needed to invest in digital channels for growth and sustainability for the future. Combined with cost of living increases and the ongoing effects of COVID there was a real danger of GFA underperforming in 2022.
They came to ntegrity to take the fundraiser to its next stage of growth, increase digital donations, and future-proof the campaign for the next generation.
Creative inspired by the littlest of heroes.
The first thing we noticed when we started working with the Good Friday Appeal was how much their 2022 ambassadors Isla (8 years old) loved to draw. The photos of her time in hospital were full of colour, joy and drawings — even in the most difficult of circumstances.
We knew we wanted to capture that energy for the 2022 Good Friday Appeal and so, we let Isla & Alex take over.
With their crayons and paint they created the lock up for the campaign. In the words of our Art Director, it was “bold, authentic, colourful, eye-catching, positive and as upbeat as they are!”
Combining this bright creative with a digital strategy and expert digital media placement was a powerful combination.
Bringing the creative to life.
The digital marketing strategy brought the kids’ artwork and stories to life everywhere — across digital, social, outdoor and on TV. And then we expertly managed digital advertising for the campaign achieving a 19x return on ad spend.
The result: a colourful, positive and authentic Good Friday Appeal that raised a record $22.3 million, a 29% increase YOY.
And you can imagine just how delighted we were to see Isla, Alex, the Good Friday Appeals team, and our team's work recognised at AMI's Awards for Marketing Excellence 2022, winning the Not-For-Profit Campaign of The Year (National Winner).
But the fundraising results didn’t stop there.
Leveraging the strong digital foundations and cut-through concept for 2023, we broke records again, raising $23M, and achieving a 28x return on ad spend.
FROM THE CLIENT
"It was so powerful to share Alex and Isla’s stories with the world. Their stories brought the cause to life and we are thrilled with what ntegrity helped us accomplish this year.
They created a special campaign that highlighted the importance of The Royal Children’s Hospital Good Friday Appeal.”
Campaign Concept Development
Creative, Design & Video
Social Media Advertising