Sitback’s Paul Armstrong joins Starlight Children’s Foundation’s new Digital & Data Advisory Board

Starlight Children’s Foundation has been brightening the lives of seriously ill and hospitalised children across Australia for over 30 years. As happiness steps away from something people consider as “nice” and into something which is recognised as critical for our health and wellbeing, the need for Starlight to bring moments of fun, laughter and joy to sick kids continues to grow. While doctors and clinicians treat their illness, Starlight supports their well-being and resilience which has a positive impact on health outcomes.

Now, as the rapidly evolving tech landscape presents new opportunities, the charity has made a play to stay ahead of the curve by appointing a Data and Digital Advisory board.

Sitback  Founder, Paul Armstrong, has proudly joined Starlight’s newly formed Digital & Data Advisory Board as a volunteer member, alongside some of the country’s leading minds in tech, IT and AI. The group aims to help Starlight navigate the increasingly complex tech environment and uplift the charity’s digital capabilities, whilst ensuring the children and families Starlight supports are at the centre of every decision.

 “It’s a cause I’m incredibly passionate about, and a fantastic learning and networking opportunity. To lend my expertise and to collaborate in an area which could help propel the charity’s innovation is a privilege and a responsibility,” Paul Armstrong said. “Plus, I think Louise Baxter is inspirational. Her forward-thinking and visionary approach to this next evolution in tech presents so much opportunity; I’m honoured to be part of this journey.”

“We have assembled an amazing group of people, who are all volunteering their time and expertise to help us elevate our existing digital capabilities and services. And they all care deeply about Starlight’s Mission to brighten the lives of seriously ill children,” said Starlight Children’s Foundation, CEO and Executive Director, Louise Baxter.

“We see the enormous opportunity for technology to enable more of the human. And through collaboration and support from those in the know, we can achieve a greater positive impact than we ever could alone.” Baxter said. “The Starlight Digital and Data Advisory Board is already adding so much value and we have processes in place to ensure the insights stretch across our entire organisation.” Paul Armstrong’s connection with Starlight is not new — he served on their IT Strategy Board from 2011, providing digital guidance through a period of major growth. Now, a decade on, he returns to offer insights on emerging technologies and support Starlight’s innovation in how they positively transform the hospital experience, connect children who are Isolated, and entertain children and their families.

Bringing value to Starlight’s mission

The Starlight Digital & Data Advisory Board brings together some of the brightest minds in tech, data, and digital innovation. This Board plays a critical role in advising on everything from security and data to cloud integration and strategic innovations. Paul sees his position as not just a seat at the table but as a proactive opportunity to connect Starlight with emerging opportunities, new technologies, and talented organisations.

“I’d like to think of myself as the canary in the coal mine,” Paul says. “I’m here to keep an eye on industry developments and make sure Starlight is positioned to benefit from the best the digital world has to offer.”

Since first coming together in late 2024, the Starlight Digital and Data Board’s momentum is building. Starlight is already exploring opportunities in areas like ethical AI, data security, and using digital tools to amplify human connection.

Other Advisory Board members

Sitback’s ongoing support of Starlight

Our connection with Starlight goes beyond Paul’s Board membership. We’ve proudly partnered with them across multiple initiatives, from early Livewire design work to ongoing support and optimisation for Planet Starlight — a fully interactive digital platform bringing livestreamed fun to hospitalised kids who can’t access in-person experiences.

With over 20 livestreams a week, Planet Starlight helps Captain Starlight beam entertainment to every major children’s hospital in Australia. It’s a project that’s close to our hearts, and one we’re proud to support and evolve.

Alignment with our mission and values

Supporting an organisation like Starlight fits perfectly with our mission at Sitback. Starlight’s approach to improving children’s health through happiness is grounded in evidence-based principles. By focusing on positive psychology and the World Health Organisation’s model of Social Health—which highlights how improving mental and social wellbeing can have a significant impact on physical health—Starlight creates life-changing moments for seriously ill children. Their programs show that fun and happiness play a crucial role in enhancing overall well-being.

At Sitback, we share a similar philosophy. We use psychology and behavioural science to design better digital experiences, understanding that a person’s emotional and social state can directly impact their interactions and satisfaction. This alignment between Starlight’s work and our own principles makes supporting them even more meaningful to us.

Now, as a certified B Corporation, we’re publicly committed to using our business as a force for good — putting people and purpose on equal footing with profit. Starlight’s work and values align with ours in all the best ways, and we couldn’t be more excited to collaborate.

A call to connect

If you’ve got technology, advice, or ideas that could help Starlight brighten more lives — whether through innovation, entertainment, efficiency, or emotional impact — now is the time to get involved.

Paul is more than happy to act as a conduit. And with the Board actively exploring new agenda topics and partnerships, there’s real opportunity to make a difference.

Feel free to connect with Paul directly if you’d like to explore how your ideas or solutions could contribute, or get in touch with the team at Sitback. Together, we can help Starlight continue brightening the lives of kids and families who need it most.