Tonic Communications has been appointed by Brisbane-headquartered Morgans Financial, to lead PR for the organisation\u2019s highly successful annual fundraising initiative, Big Dry Friday.<\/p>\n
Starting immediately, the agency has been tasked with driving national awareness and participation for the annual fundraiser, helping build momentum in the lead up to Friday 12 June 2026, with a goal of surpassing the campaign\u2019s $2 million fundraising target.<\/p>\n
Led by Tonic\u2019s recently appointed Brisbane-based media and communications director, Amelia Oberhardt, the campaign will focus on amplifying the impact Big Dry Friday has delivered to rural and regional Australian communities over the past eight years.<\/p>\n
Big Dry Friday recognises the importance of rural and regional Australia, raising vital funds for charities focused on education, mental wellbeing, healthcare and communities impacted by financial hardship and natural disasters. Once a year, Australians are encouraged for forego \u2013 or match \u2013 what they might typically spend on a lunch or Friday drinks and instead donate to the cause.<\/p>\n
\u201cBig Dry Friday is a hugely successful and important initiative that has raised more than $9.5 million over the past eight years,\u201d Tonic Communications media & communications director, Amelia Oberhardt said:<\/p>\n
\u201cWe\u2019re thrilled to be supporting the campaign in 2026 and helping drive even greater awareness and participation nationally. It\u2019s exactly the kind of meaningful work Tonic is passionate about delivering.\u201d<\/p>\n
Morgans Financial strategic partnerships and media relations manager, Jacquie Morgan said: \u201cWe\u2019re incredibly excited to be partnering with Tonic Communications on Big Dry Friday this year. Their proven expertise in driving national campaigns and their genuine passion for purpose-led storytelling made them the standout choice for us.<\/p>\n
\u201cBig Dry Friday means so much to Morgans and the communities we support, and we\u2019re confident that with Tonic on board, we\u2019ll not only meet but exceed our goals for 2026. We can\u2019t wait to see what we achieve together.\u201d<\/p>\n
The win marks the latest in a slew of new business wins for Tonic, which has seen strong year-on-year growth across ANZ since launching in 2025 with managing director Georgia Coleman at the helm.<\/p>\n
Tonic is part of Attivo, a marketing services group with agencies in Australia, New Zealand and the US,\u00a0 including 303, Mediahub, Farrimond, DNY and Hill Holliday.<\/p>\n
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