Tonic Communications has been appointed by Morgans Financial to lead PR for its annual fundraising initiative, Big Dry Friday.
The agency will manage national awareness and participation activities ahead of the 12 June 2026 fundraising campaign, which targets more than $2 million in donations.
The campaign will be led by Brisbane-based Media and Communications Director Amelia Oberhardt and will focus on the impact that Big Dry Friday has had on rural and regional Australian communities over the past eight years.
Amelia Oberhardt
Big Dry Friday raises funds for charities supporting education, mental wellbeing, healthcare and communities affected by financial hardship and natural disasters. Australians are encouraged to forgo – or match – the cost of Friday drinks or lunch and donate to the initiative.
Oberhardt said: “Big Dry Friday is a hugely successful and important initiative that has raised more than $9.5 million over the past eight years.
“We’re thrilled to be supporting the campaign in 2026 and helping drive even greater awareness and participation nationally. It’s exactly the kind of meaningful work Tonic is passionate about delivering.”
Morgans Financial Strategic Partnerships and Media Relations Manager, Jacquie Morgan, said: “We’re 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.
“Big Dry Friday means so much to Morgans and the communities we support, and we’re confident that with Tonic on board, we’ll not only meet but exceed our goals for 2026. We can’t wait to see what we achieve together.”
The appointment is the latest in a series of new business wins for Tonic, which launched in 2025 under Managing Director Georgia Coleman.