303 wins Cancer Council brief for Australia’s Biggest Morning Tea

Cancer Council has appointed 303 to refresh the brand platform for Australia’s Biggest Morning Tea following a pitch.

The Perth agency will develop a digital-first platform and communications framework for the annual fundraising event, with refreshed brand assets designed to roll out across multiple channels over the coming years.

Australia’s Biggest Morning Tea is one of Cancer Council’s largest annual fundraisers, with more than one million people taking part each year. The event is aiming to raise more than $17 million in 2026 to support cancer research, prevention and support services.

Matt Oakley, chief strategy officer at 303 Perth, said the work will focus on creating a platform that drives cut-through and encourages more people to register 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,” Oakley said.

“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.”

Cancer Council said the refresh comes as major fundraising events compete for attention in a more crowded market, while cost-of-living pressures continue to affect household giving.

“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 Natalie Gibbs, Cancer Council Victoria’s head of individual giving and community giving, and 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.

“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.”

303 has worked across brand reviews and platform development for a range of purpose-led and not-for-profit organisations, including The Push-Up Challenge, EdConnect Australia, St John WA, WA Country Football League, Royal Life Saving WA and Netball Western Australia.