Image Credit : Marek Bona - TPF THINK - Senior Designer
Project Overview
Australia's Biggest Morning Tea (ABMT) is Cancer Council's most popular fundraising event and the largest, most successful event of its kind in Australia. It is currently in its 26th year.
In 2019 Cancer Council are aiming to get more people involved in the event and raise over $13 million to fund research, prevention and support services for those impacted by cancer.
Hosting a tea is a fun and rewarding way to support the event and help save lives, with more than a million people sipping their way through morning teas at work, school, home and in the community.
An ABMT host kit is mailed out to each person/organisation that registers and the kits include a range of collateral and merchandise items to help raise funds during the event. The kits are designed to aid hosts in running their event and ensure the maximum funds are raised at each tea.
All funds raised are then banked back to Cancer Council to help their vital work across every area of every cancer, from research to prevention and support. They assist people from the point of diagnosis through to treatment and survivorship.
Project Commissioner
Project Creator
Team
Scott Feigan - TPF THINK - Client Services Director
Alan Lom - TPF THINK - Senior Account Manager
Nicole Goodman - TPF THINK - Senior Account Director
Marek Bona - TPF THINK - Senior Designer
Lauren Lom - TPF THINK - Designer
Nhan Dong - TPF THINK - Studio Manager
Alissa Wilson - Cancer Council Victoria - Brand & Marketing Manager
Tenille Koeter - Cancer Council Queensland - Australia’s Biggest Morning Tea Deputy Chair
Emily Wigney - Cancer Council Victoria - Australia’s Biggest Morning Tea National Chair
Project Brief
TPF THINK is a philanthropic agency which works closely with Australia's leading charities. The opportunity to work along side Cancer Council Australia and help raise vital funds by bringing the ABMT campaign to life is something that aligns perfectly with our Agency values.
Cancer Council were seeking a partner that could provide high quality, cost efficient marketing materials. These materials are critical to the campaign as they need to incentivise, assist and motivate ABMT hosts to participate in the ABMT campaign in 2019.
The collateral items produced range from print to digital assets through to physical merchandise items. The project aims were:
1. Attract and engage with new potential hosts / community / workplace and individuals and asking them to host their own ABMT.
2. Increase the fundraising capacity of each host by supporting them with fun and engaging fundraising tools and decorations.
3. Invigorate retained supporters with quirky ‘new’ materials each year to aid in reducing participation drop off (attrition).
All items designed needed to align with Cancer Council's new brand guidelines and create a new visual image for ABMT. The starting point of the ABMT image was the creation of a design pattern that could be rolled out across all elements of the campaign to tie them all together.
Over 50 collateral items were required to be designed across the campaign brief.
Project Innovation/Need
A design inspired pattern was created as the central theme for all elements of the campaign. The pattern was designed to not only look appealing but also tell a story.
The hero symbol of this design is a simple dot. The symbolic meaning behind that however is a deep connection into the heart of ABMT and Cancer Council. Each dot represents the number and diversity of communities taking part in ABMT - small groups and large, across the country and down the road, friends and coworkers, neighbours and family.
Over 130,000 people were diagnosed with cancer in 2018, an amount that’s difficult to grasp. From afar the design could seem like chaos and imperfect but the closer you get, the size and scale is revealed,
the sheer volume of those dealing with this endemic disease and the networks of people that support them.
In this, perfection is revealed.
Two additional complementary patterns were also created to support the key pattern and also tell their own story. The patterns were designed to work together as a suite but could also stand alone on elements when required.
TPF THINK managed the end to end design and production of the ABMT host kits and merchandise range for 2019. By having one agency manage the design and production of all assets a consistent look and feel could be created across the entire campaign.
Design Challenge
All design elements needed to work seamlessly across various platforms of print, digital and physical merchandise.
Cancer Council recently released new Brand guidelines and this was one of the first national campaigns rolled out using the new brand guidelines. A few hurdles were overcome seeing how the brand colours, assets and logos all worked together.
Combining the Cancer Council brand elements such as the Cancer Council Petal into the look and feel of the ABMT assets was also a challenge but we were able to marry the master brand and sub brand together to deliver designs that worked.
Cancer Council is a national organisation with State based offices, which operate as separate entities. The campaign needs to satisfy the needs of all States and therefore a strategic decision making committee was formed by Cancer Council to represent all stakeholders and ensure all states could deliver their input and ensure that cross organisational satisfaction was achieved.
User Experience
The ABMT campaign has only just launched for 2019 so final results are not yet available. However, early performance of ABMT 2019 campaign is very strong with registrations being up 22% year on year comparison. Such a significant increase in registrations will no doubt lead to increased funds being raised.
In addition to registrations being up, digital engagement with the campaign has also been significantly higher this year with amazing growth being seen online.
Host Tool Downloads
March 5 – May 5 2018: 5,659 PDF downloads.
March 5 – May 5 2019: 23,581 PDF downloads
Over 400% growth year on year
Web Sessions - up 21% Year on year.
2018: 193, 378 sessions
compared to
2019: 233,626 sessions
Cancer Council has attributed the absolute growth in the download numbers and web sessions to more interesting, engaging and useful content and designs.
Further to the amazing stats above, the design work delivered has been enthusiastically received by the Cancer Council offices and key stakeholders and their feedback has been extremely positive.
Branded Experience
This award celebrates creative and innovative design for branded experiences intended to persuade an audience to purchase or take some action upon products, ideas or services. Consideration given to the technical, conceptual and aesthetic elements, user experience, audience engagement and message delivery.
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