The Cancer Council appointed 303 to develop a digital-first platform for Australia’s Biggest Morning Tea—its major annual fundraising event.
The agency will utilise its strategic, creative and design capabilities to create a refreshed brand platform and assets that are fit-for-platform, forming a broad communications framework that will be rolled out across multiple channels in the coming years.
303 Perth chief strategy officer Matt Oakley said the work was particularly focussed on “creating a refreshed creative platform that achieves cut-through and strong conversion to register for, and host fundraising events”.
“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,” he explained.
“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.”
Australia’s Biggest Morning Tea is a major annual fundraising event that supports cancer research, prevention and support services.
Hosts raise funds by holding tea parties at home, work or in the community. More than one million people participate annually, with a goal to raise more than $17 million in 2026.
Cancer Council Victoria’s head of individual giving and community giving Natalie Gibbs said the organisation wanted to ensure the long-term future of the major event, by better utilising 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,” said Gibbs, the chair of the Australia’s Biggest Morning Tea Campaign.
“We were impressed with 303’s proven experience in developing solutions that are custom built to meet future challenges, but also their passion for the cause singled them out as a partner who we knew would approach this with the same level of care and enthusiasm as we do.”
303 has undertaken a range of strategic brand reviews and platform developments for non-profit organisations in recent years, including The Push Up Challenge, EdConnect Australia, St John WA, WA Country Football League, Royal Life Saving WA and Netball Western Australia (including Shooting Stars).
The agency was previously branded 303 MullenLowe until Omnicom’s acquisition of Interpublic.
