Cancer Council has appointed 303 following a competitive pitch to develop a digital-first brand platform for Australia’s Biggest Morning Tea, its major annual fundraising event.
The agency will apply its strategy, creative, and design capabilities to create a refreshed brand platform and assets described as fit-for-platform, forming a communications framework to be rolled out across multiple channels in the coming years.
Australia’s Biggest Morning Tea is an annual fundraising event in which hosts raise funds by holding tea parties at home, at work, or in the community. More than one million people participate annually, according to the release, with a goal to raise more than $17 million in 2026.
“Australia’s Biggest Morning Tea is the largest fundraising event of its kind in Australia, and given the cause is so close to many of the 303 team’s hearts, it’s a huge privilege to be given the task to future-proof it,” said Matt Oakley, Chief Strategy Officer, 303 Perth.
“We need to build on the strong existing awareness by developing a strategic platform and identity that can support the event’s evolution over the next three years and beyond. In the process we want to enhance a sense of confidence amongst prospective hosts, and a sense of community amongst future participants who want to be part of it. We’re confident that using our integrated strategy, digital and creative skills while working closely with the outstanding team at Cancer Council will result in the kind of long-term brand proposition that will see this event grow even stronger.”
Natalie Gibbs, Head of Individual Giving and Community Giving at Cancer Council Victoria and Chair of the Australia’s Biggest Morning Tea Campaign, said the organization wanted to ensure the long-term future of the event by better utilizing a variety of channels to engage audiences in new ways.
“For over 30 years, Australia’s Biggest Morning Tea has grown to be one of the country’s most recognisable annual fundraisers. But with pressure on people’s pockets, we need to ensure we can not only stand out in what’s becoming an increasingly busy space, but we can connect with our target audience on a number of levels. We were impressed with 303’s proven experience in developing solutions that are custom-built to meet future.”
