Ask Richard
Award: Wood Pencil
Wood Pencil / Integrated / Integrated / 2010
FBi is an iconic independent Australian radio station. As a result of the global financial crisis, it was in serious trouble and needed over $500,000 to avoid a major restructuring. We had a $0 budget to raise the money. Previous fundraising efforts had only ever raised around $80,000. We turned the fundraising model on its head, encouraging all supporters to ask just one music loving billionaire for the money. The idea was simple: ask Richard Branson for $1million in the most creative way possible and win $50,000 if you get his attention. After hundreds of attention grabbing stunts, plus PR activity, Branson responded. The sum of $680,000 was raised and we saved FBi!
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