On Thursday 12 March, the Australian Museum (AM)’s annual Giving Day held a fundraising event – talking museum specimens – giving the museum’s collection a voice. The idea by Howatson+Company resulted in public donations tripled by leading philanthropic partners. The total, $1,007,000, exceeded the Museum’s original target of $750,000 by over 30%.
The full campaign called Spokespecimens covered film, digital, and social media, and 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 upport free school excursion programs for regional students, subsidised family entry and the Museum’s community access program. This means that each and every person – no matter their background, ability or circumstance – can experience the AM.
Kim McKay AO, director and CEO of the Australian Museum, stated, “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, added, “As a kid who 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.”
Howatson+Company was appointed creative agency of record in November 2025 responsible for 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
Chief Creative Officer: Gavin Chimes
Group Creative Director: Chris Cheeseman
Group Managing Director: Renée Hyde
Group Creative Director: Simon Friedlander
Senior Copywriter: Charlotte Berry
Senior Art Director: Tom MacPhail
Head of Design: Trent Michael
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
