Facebook friends tea up for Cancer Council as Australia's biggest morning tea adds virtual event

Campaign Brief 145.pngIn a first for Cancer Council, Australia's Biggest Morning Tea is going digital, offering a 'virtual' morning tea on Facebook on May 24 in the lead up to the traditional event.

The digital campaign has been created to generate awareness and attract new people to get involved with the traditional Morning Tea fundraiser. It was developed for Cancer Council by Igloo. 

Users register on Facebook and are prompted to invite their friends to a virtual morning tea, with an option to host a real morning tea as well. 

People can choose to share their stories, or donate directly to Cancer Council; while an interactive map displays the virtual teas that will take place.

Says Tori Cella, national marketing manager, Cancer Council Australia: "Cancer Council understands that people connect with their community in different ways. A virtual morning tea is an opportunity to share an online cuppa and show your support for Cancer Council's vital cancer research, prevention and support programs."

Australia's Biggest Virtual Morning Tea is being supported through an online advertising campaign, fronted by celebrity chef, Manu Feildel - running across various sites including Facebook.

Creative director for Igloo, Tony Prysten, says the Facebook campaign design takes advantage of Facebook's new brand page layout to extend the Cancer Council design. 

Says prysten: "We wanted to push the brand in new ways and used a paper model aesthetic to represent the virtual component of the event."

Igloo has worked with Cancer Council for two years across a number of their major brands including Australia's Biggest Morning Tea, Daffodil Day, Pink Ribbon Day and Girls Night In.


Jurobu said:

This is starting to feel very Kony2012. Will online 'participation' really take the place of regular get-out-of-the-house stuff? http://jurobu.com/archives/180

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