The Australian Museum (AM) is celebrating the success of its inaugural Giving Day, with over 880 donors from across the country raising $1,007,000 to help the Museum open its doors wider.
Held on Thursday 12 March, the fundraising event saw every public donation tripled by leading philanthropic partners, tripling the community’s collective contribution. The total exceeded the Museum’s original target of $750,000 by over 30 per cent.
The campaign behind the day, created by creative agency, Howatson+Company, gave the AM’s own collection a voice. Titled ‘Spokespecimens’, the integrated campaign across film, digital, and social media featured four of the Museum’s most beloved inhabitants – an impatient dinosaur, an eloquent cassowary, a curious marsupial, and a tiny thorny devil, each making their own case for why curiosity deserves protecting.
The funds raised will directly support free school excursion programs for regional students, subsidised family entry and the Museum’s community access program. Ensuring each and every person – no matter their background, ability or circumstance – can experience the wonders of the AM.
Kim McKay AO, director and CEO of the Australian Museum, said, “The Australian Museum’s inaugural Giving Day has been a powerful demonstration of the community’s commitment to the nation’s first museum. We received over 880 donations, which tells us that the public place trust in the programs we develop for learning, engagement and cultural understanding. It’s an important reminder of why our work matters, and as we approach the AM’s 200th milestone in 2027, we will continue to build on these commitments.”
Howatson+Company senior creatives Charlotte Berry and Tom McPahil said, “As a kid that grew up in museums, these special places change the way people see the world – more children need to experience this wonder. So, who better to ask the public for funding than the exhibits themselves? The casting brief wrote itself, followed by countless rounds of scripts and improv with some of Australia’s leading comedians to bring our creatures to life. No one says no to a thorny devil.”
The Australian Museum’s Giving Day reinforces its role as a cultural home for curiosity – where science and culture meet to ignite wonder, inspire debate and drive change.
Howatson+Company was appointed creative agency of record in November 2025, engaged to help the Australian Museum bring its mission and vision to life. The agency’s remit includes brand strategy, creative and production.
CREDITS
Client: Australian Museum:
Director and CEO: Kim McKay AO,
Head of Development: Frankie Greene
Campaigns & Engagement Executive: Lisa McKeever
Head of Marketing & Memberships: Christine Bradburn
Senior Digital Marketing Manager: Juliet Brereton
Marketing Coordinator: James Ong
Creative Agency + Production: Howatson+Company
Group Managing Director: Renée Hyde
Group Creative Director: Simon Friedlander
Chief Creative Officer: Gavin Chimes
Group Creative Director: Chris Cheeseman
Senior Copywriter: Charlotte Berry
Senior Art Director: Tom MacPhail
Head of Design: Trent Michaell
Designer: Cory Lo
Studio Lead: Simon Merrifield
Strategy Director: Joe Ronan
Group Business Director: Louise Brugman
Senior Business Manager: Sarah Gibson
Producer: Charlotte Breene
Editor: Mark Broome
Sound Design: Shane Vancuylenberg
Photographer: Marta Bacardi
DOP: Matt Maule
