Local Sydney radio station, FBi Radio, was on the brink of financial ruin. Our campaign, 'Ask Richard' asked the FBi community to come up with creative ways to ask Sir Richard Branson for $1 million to save the station from bankruptcy, whoever got Bransons attention would win $50k. The campaign raised over $680k in donations and saved FBi Radio from closure, driving over $7.5 million in earned media in the process. Ask Richard won a bunch of awards, most notably, a Gold Clio, ADMA, and The Effies (2 Gold, 1 Silver). I worked on this idea alongside Adam Ferrier (Thinkerbell) whilst at Naked Communications. My focus as communications strategist was to drive this campaign through the stations community, wider media, as well as on-ground activations, basically doing whatever I had to do to "tip" Ask Richard into mainstream culture. This remains a career highlight for me and set me on a path of creating ideas that impact culture. 

​