THE BRIEF

ppr. was engaged to lead national PR and communications for Cancer Council’s flagship fundraiser, Australia’s Biggest Morning Tea 2025 (ABMT). As Cancer Council’s largest annual fundraising event, ABMT encourages people across the country to host morning teas and raise money for cancer research and support services. Our role was to deliver a national earned media campaign while supporting state and territory teams with local outreach, alongside a targeted gifted influencer campaign to boost social engagement in the lead-up and during the campaign period.

‍OUR RESPONSE

We implemented a phased national media strategy to maximise awareness and participation, beginning with campaign planning, media materials, case studies and tailored media lists. Long-lead outreach secured feature opportunities ahead of the campaign, while the May launch focused on driving coverage across print, radio and television through proactive pitching and interview opportunities on key media channels.

Alongside the earned media campaign, we curated 40 KOLs and delivered bespoke gift packs featuring the official host kit, Dilmah tea and premium tableware from Maxwell & Williams, secured through a negotiated in-kind partnership. Influencers brought the campaign to life by styling their own morning teas and creating engaging content that encouraged audiences to get involved in Australia’s Biggest Morning Tea.

RESULTS

The national PR campaign secured 93 media mentions across national, metro and regional outlets, reaching an estimated 4.89 million people and generating approximately $186,000 AUD in Advertising Space Rate (ASR). Influencer activity further amplified the campaign online. Of the 40 influencers gifted, 35 shared content, reaching an estimated 2.29 million people. Across the full social campaign, our monitoring recorded more than 5 million impressions.

Together, traditional media and influencer storytelling brought warmth, visibility and momentum to Australia’s Biggest Morning Tea, helping extend its reach nationwide and inspiring Australians to get involved in a cause that touches so many lives.

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