303 has won the competitive pitch by the Cancer Council to develop a digital-first platform for its renowned and major annual fundraising event annual Australia’s Biggest Morning Tea.

Effective immediately, 303 will use its strategic, creative and design capabilities to create a refreshed brand platform and assets that will run 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.  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 a major annual fundraising event organised by the Cancer Council to support 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 AU$17 million in 2026.

Cancer Council Victoria’s head of individual giving and community giving, and chair of the Australia’s Biggest Morning Tea campaign, Natalie Gibbs, commented “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.”

The new work adds to a range of strategic brand reviews and platform developments by 303 in recent years, as well as the agency’s history of helping to build brands and change behaviour for organisations within the NFP and purpose-led space, 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).