Morgans Financial Taps Tonic Communications For Big Dry Friday In Brisbane

(MENAFN- PRovoke) BRISBANE - Trans-Tasman integrated communications agency Tonic Communications has been appointed by Brisbane-headquartered Morgans Financial, to lead PR for the organisation's annual fundraising initiative, Big Dry Friday. Starting immediately, Tonic 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's $2 million fundraising target. Led by Tonic's 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. 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 – or match – what they might typically spend on a lunch or Friday drinks and instead donate to the cause.

“Big Dry Friday is a hugely successful and important initiative that has raised more than $9.5 million over the past eight years," said Oberhardt.“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 added: "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.”

Oberhardt was brought onboard in April this year to strengthen the firm's footprint across ANZ. She currently works across Tonic's expanding client roster, including recently secured Queensland-based accounts.

She joined Tonic from Subway, where she was most recently its public relations and corporate social responsibility manager AU and NZ. She brings more than two decades of experience across radio, television, podcasting, public relations and event management to the newly created role.

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