Australia – The Cancer Council has appointed integrated agency 303 MullenLowe (commonly known as 303) to develop a refreshed brand platform for its annual fundraising initiative, Australia’s Biggest Morning Tea, following a competitive pitch.
Based in Perth, the agency will create a digital-first brand platform and supporting assets for the long-running campaign. The work will include the development of platform-ready creative and a communications framework designed to be deployed across multiple channels over the coming years.
According to the organisations, the refreshed platform aims to strengthen audience engagement and support participation in fundraising activities tied to the event.
Matt Oakley, Chief Strategy Officer at 303 Perth, said the project focuses 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. 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.”
Australia’s Biggest Morning Tea is an annual community fundraising event organised by the Cancer Council to support cancer research, prevention programmes and support services. Participants host morning tea gatherings at homes, workplaces or community venues to raise donations.
More than one million people take part in the event each year, with organisers targeting more than $17 million in funds raised in 2026.
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 organisation aims to strengthen the event’s long-term future by expanding how it connects with audiences.
“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 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,” she said.
“We’re excited to partner with 303 to take Australia’s Biggest Morning Tea into the future, ensuring more funds are raised for vital cancer research and support for the almost 1 in 2 Australians impacted by cancer.”
In recent years, 303 has worked on strategic brand reviews and platform development projects for a number of organisations in the non-profit and purpose-led sector, including The Push-Up Challenge, EdConnect Australia, St John WA, WA Country Football League, Royal Life Saving WA and Netball Western Australia.
![[Agency Appointment] Molemap x Bread](https://marketech-apac.com/wp-content/uploads/2026/05/Agency-Appointment-Molemap-x-Bread.jpg)
![[Campaign] Suncorp x Leo AU](https://marketech-apac.com/wp-content/uploads/2026/05/Campaign-Suncorp-x-Leo-AU.jpg)
![[Launch] Emotive Production](https://marketech-apac.com/wp-content/uploads/2026/04/Launch-Emotive-Production.jpg)
