WJCT - Give or It Goes Campaign

Faced with state and federal budget cuts, WJCT, the only public broadcasting station in Jacksonville, was looking at signing off permanently. The station needed to launch an innovative and creative fundraising strategy to stay on the air. Brunet-García met the challenge with a campaign hitting all fronts, from radio, TV and print ads, to creating a community conversation through social media outreach and a dedicated webpage. A bold and memorable call-to-action tagline of “Give or it goes” motivated listeners to support their station before it was too late. During the campaign, a record 500+ new sustaining members raised close to a quarter of a million dollars for WJCT. It was the station's most successful fundraising drive ever.