campaignlive.co.uk, Friday, 10 July 2009 12:00AM
In May, FBi launched the "Ask Richard" initiative, which urged listeners to come up with PR stunts to get the attention of the Virgin founder.
One listener swam more than five kilometres to Branson's private Caribbean island. And although Branson didn't donate $1 million, he pledged the support of Virgin by offering prizes and incentives to help the station's cause. FBi now estimates that it has enough money to cover its costs for the next two years.
This article was first published on campaignlive.co.uk