The Australian Museum has raised $1,007,000 through its inaugural Giving Day, with support from more than 880 donors.
Held on March 12, the fundraising drive exceeded its original $750,000 target by more than 30%, with every public donation tripled through support from philanthropic partners.
The raised funds will go toward free school excursion programs for regional students, subsidised family entry and expanded community access initiatives.
The campaign behind the appeal, developed by Howatson+Company, used four museum specimens as spokescharacters in a creative push across film, digital and social media.
Titled Spokespecimens, the work featured an animated dinosaur, cassowary, marsupial and thorny devil, each making the case for why curiosity and access to museums should be protected.
Kim McKay, director and CEO of Australian Museum, said the result reflected broad community support for the institution’s role in education and public engagement.
“The Australian Museum’s inaugural Giving Day has been a powerful demonstration of the community’s commitment to the nation’s first museum.
“We received over 880 donations, which tells us that the public place trust in the programs we develop for learning, engagement and cultural understanding. It’s an important reminder of why our work matters, and as we approach the AM’s 200th milestone in 2027, we will continue to build on these commitments.”
Howatson+Company gives exhibits a voice
Charlotte Berry and Tom McPahil, senior creatives at Howatson+Company, said the idea came from putting the museum’s own collection at the centre of the fundraising ask.
“As a kid that grew up in museums, these special places change the way people see the world – more children need to experience this wonder.
“So, who better to ask the public for funding than the exhibits themselves?
“The casting brief wrote itself, followed by countless rounds of scripts and improv with some of Australia’s leading comedians to bring our creatures to life. No one says no to a thorny devil.”
A broader creative partnership
Howatson+Company was appointed the creative agency of record for the museum in November 2025, with responsibility for brand strategy, creative, and production.
The Giving Day campaign forms part of that broader remit, as the museum builds toward its 200th anniversary in 2027.
CREDITS
Client: Australian Museum:
Director and CEO: Kim McKay AO,
Head of Development: Frankie Greene
Campaigns & Engagement Executive: Lisa McKeever
Head of Marketing & Memberships: Christine Bradburn
Senior Digital Marketing Manager: Juliet Brereton
Marketing Coordinator: James Ong
Creative Agency + Production: Howatson+Company
Group Managing Director: Renée Hyde
Group Creative Director: Simon Friedlander
Senior Copywriter: Charlotte Berry
Senior Art Director: Tom MacPhail
Head of Design: Trent Michael
Designer: Cory Lo
Studio Lead: Simon Merrifield
Strategy Director: Joe Ronan
Group Business Director: Louise Brugman
Senior Business Manager: Sarah Gibson
Producer: Charlotte Breene
Editor: Mark Broome
Sound Design: Shane Vancuylenberg
Photographer: Marta Bacardi
DOP: Matt Maule
Top Image: Howatson+Company