The Challenge
The insight
Australia’s Biggest Morning Tea is an iconic fundraiser, most people know it exists, but awareness doesn’t always lead to action. Many people attend, but far fewer actually host. The challenge was clear: how do we stay present in people’s feeds and gently nudge them from “maybe later” to “I’ll host this year”?
People are more likely to act when something feels relevant, easy, and part of everyday life. ABMT doesn't have to be a big event , it can be folded into what people are already doing: catching up over tea, snacks at work, chats with friends. Our job was to help them see that opportunity.
The strategy
Storytelling & symbolism
Heartfelt reminders that every “cup of tea = cup of hope,” connecting the act of hosting with tangible impact.
Developed the creative strategy, tone of voice, and content pillars
Relatable POV & creator-inspired formats
Think TikTok-style ‘Hot Takes on Tea’, ‘POV: you’re hosting an morning tea’, and everyday habits reimagined as fundraisers. It was about meeting people where they already were online and in life.
My role
Led ideation and design for core assets, including low-barrier CTAs and interactive posts
Build a sticky, social presence that was equal parts emotional, funny, and culturally fluent. Instead of simply promoting an event, we made ABMT a relatable, scroll-worthy part of people’s everyday feeds.
We broke this down into 3 key content pillars:
Interactive + Shareable Content
Internet-native formats like “Would You Rather” games, cheeky polls, and relatable reels encouraged participation and made the campaign feel co-created with the audience.
Directed visual content and memes across formats (Reels, Carousels, Stories)
Collaborated with digital, media, and community teams for cross-channel cohesion
Framed “everyday tea” as a tool for fundraising with humour and heart
Story of ABMT
Purpose: to ground the campaign in meaning and remind our audience why ABMT exists. While much of the content is playful, relatable, and designed for shareability, we needed a moment of heart — something that would connect people back to the mission and reinforce the "why" behind the tea.
We wanted a post that feels personal, not corporate. The tone was sincere, hopeful, and community-driven, with a strong reminder that hosting a tea isn’t just symbolic, it funds real change.
Execution Highlights:
Used a soft, nostalgic design style to feel more intimate and reflective.
Told the story in a short, scroll-friendly format: from the very first tea in 1994 to today’s nation-wide movement.
Closed with a reminder that every host is part of this bigger legacy and they can shape its future.
Spilling the good tea
Purpose: to spotlight the community impact of ABMT in a fun, positive, and culturally relevant way. While many campaigns focus on asking, we wanted to take a moment to celebrate and show the good that’s already happening thanks to hosts and supporters.
we used a culturally playful phrase -“Spilling the Good Tea” to share good news, milestone wins, and uplifting community moments from the campaign so far. The format reads like gossip, but it’s all positive, people-powered action.
Execution Highlights:
Played on the internet phrase “spilling tea” to draw attention, but flipped it to highlight kindness and impact.
Used warm, bright visuals and bold headlines to invite engagement and sharing.
How to register for ABMT
Purpose: to reframe the sign-up process in a way that’s culturally sharp, funny, and disarmingly simple, making it clear that hosting an ABMT isn’t just easy, it’s actually meaningful.
we use satire to spotlight how extra some "how-to-help" moments can be and contrast it with how grounded, quick, and meaningful it is to register for ABMT. We flipped Katy Perry’s zero-gravity PR stunt into a tongue-in-cheek reminder that you don’t need to go to space to make a difference.
Execution Highlights:
Framed the post as a “how to” with a playful reference: “It takes less time than Katy Perry spent in space.”
Tapped into pop culture and collective eye-rolls to create relatability.
Designed visuals to mimic low-fi tutorial formats with a twist mixing internet meme energy with a sincere message.
What kind of host are you?
We created a series of hosting archetypes based on common traits, behaviours, and humour that our audience could genuinely see themselves in. These weren’t aspirational perfect hosts , they were relatable, grounded, and culturally specific. Each one said: “You don’t have to be perfect, just present.”
The post tapped into the popularity of personality-driven content online (MBTI memes, Enneagram posts, or even Spotify Wrapped). People love seeing themselves reflected back, especially when it’s with humour. It also leaned into the increasing visibility of imperfect hosting as a trend a shift from curated to casual.
Execution Highlights:
Five Host Personas: From The Everyday Legend to The Experience Curator, each type had its own visual mood, motto, and traits that celebrated different ways of showing up.
Visual Humour: The opening image immediately said: “Hey, you don’t need to be a pro.”
Warm, Conversational Tone: The language felt like your best friend talking relaxed, cheeky, and full of heart.
Low-Barrier Call to Action: By asking “What kind of host are you?”, we invited reflection and play, not pressure
POV
Use the power of POV storytelling and interactive polling to gamify the hosting experience and show that it can be simple, fun, and totally your style.
By walking users through a "choose your own adventure" moment, where they picked food, drinks, and activities via polls. We turned decision-making into play. And because the post mimicked how people plan in real life (asking friends "what should we serve?"), it felt natural, familiar, and shareable.
Execution Highlights:
Each slide gave a prompt (“What are you serving?”) followed by visual options for food, drinks, and activities. The poll format helps the audience visualise their event taking shape without overwhelm.
Combined with culturally relevant food choices, light humour, and a casual tone, it positioned hosting as something everyone could do, their own way.
