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!
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.