The month of May will see the beginning of a nationwide charity event that helps to support one of the most prominent charity organisations in the country.
Australia's Biggest Morning Tea has been something of an institution for the Cancer Council since its inception back in 1994.
Over the past 12 years the initiative has managed to raise a staggering $100 million in public and private donations - making it the most popular program operated by the peak body and one of the most successful events of its kind anywhere in the country.
The funds are put to use in ongoing research into the prevention and control of cancer in all its forms, as well as providing information and support to victims and their families.
While the morning teas have traditionally been held on May 24, organisers say that registered hosts are welcome to hold their events whenever they can throughout the four week period.
To garner support for the growing initiative, the Cancer Council has issued the release of a 30 second commercial clip to promote the event through TV placement and online media - the short is hosted on the organisation's YouTube channel for easy access.
In addition, the Biggest Morning Tea has its own publicly-viewable Facebook page for people to connect with the group and share their experiences.
On the subject of social media solutions and promotions, the Cancer council has taken a bold step by introducing a dedicated mobile app for both Android and Apple devices.
The smartphone program allows participants to track their fundraising efforts online, issue invitations to events directly to family and friends through social media channels and collect additional funds directly - without having to worry about delivering the money directly to the council.
A veritable host of celebrities have also flocked to the cause, lending their names and messages to the Cancer Council in order to promote the event.
Among the list of notable names signing on to help spread the nonprofit message are Manu Feildel, Bill Granger, Kylie Kwong, Matt Moran, Indira Naidoo, Poh Ling Yeow, Julie Goodwin and Adriano Zumbo - not to forget Holywood actress and foodie Gwyneth Paltrow.
Going with the hospitable theme of the event, each ambassador had to submit a recipe that could be used for a morning tea - there are some delicious-looking entries - along with a short message explaining why they have chosen to support the Biggest Morning Tea.
All of these resources, plus many more, are available directly through the dedicated website set up by the Cancer Council.
