Tonic Communications has been appointed by Brisbane-headquartered Morgans Financial, to lead PR for the organisation’s highly successful annual fundraising initiative, Big Dry Friday.
Starting immediately, the agency has been tasked with driving national awareness and participation for the annual fundraiser, helping build momentum in the lead up to Friday 12 June 2026, with a goal of surpassing the campaign’s $2 million fundraising target.
Led by Tonic’s recently appointed Brisbane-based media and communications director, Amelia Oberhardt, the campaign will focus on amplifying the impact Big Dry Friday has delivered to rural and regional Australian communities over the past eight years.
Big Dry Friday recognises the importance of rural and regional Australia, raising vital funds for charities focused on education, mental wellbeing, healthcare and communities impacted by financial hardship and natural disasters. Once a year, Australians are encouraged for forego – or match – what they might typically spend on a lunch or Friday drinks and instead donate to the cause.
“Big Dry Friday is a hugely successful and important initiative that has raised more than $9.5 million over the past eight years,” Tonic Communications media & communications director, Amelia Oberhardt said:
“We’re thrilled to be supporting the campaign in 2026 and helping drive even greater awareness and participation nationally. It’s exactly the kind of meaningful work Tonic is passionate about delivering.”
Morgans Financial strategic partnerships and media relations manager, Jacquie Morgan said: “We’re incredibly excited to be partnering with Tonic Communications on Big Dry Friday this year. Their proven expertise in driving national campaigns and their genuine passion for purpose-led storytelling made them the standout choice for us.
“Big Dry Friday means so much to Morgans and the communities we support, and we’re confident that with Tonic on board, we’ll not only meet but exceed our goals for 2026. We can’t wait to see what we achieve together.”
The win marks the latest in a slew of new business wins for Tonic, which has seen strong year-on-year growth across ANZ since launching in 2025 with managing director Georgia Coleman at the helm.
Tonic is part of Attivo, a marketing services group with agencies in Australia, New Zealand and the US, including 303, Mediahub, Farrimond, DNY and Hill Holliday.
