A nine-week on-air campaign by 4BC Mornings has helped Brisbane listeners raise nearly $1.1 million in direct public donations for Emmanuel City Mission’s Walk for Homelessness, a grassroots result that also helped unlock a further $7.3 million in state government infrastructure funding.
The combined $8.4 million will scale the mission’s South Brisbane facility from a one-night-a-week trial into a permanent, multi-level, seven-night crisis sanctuary offering up to 110 beds every night for rough sleepers.
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From one-night trial to seven-night sanctuary
The state funding will pay for the facility’s multi-level redevelopment, scheduled for completion by early 2028.
The community-raised funds are providing the immediate operational resources – including staffing and wrap-around support services – needed to run the shelter on a full-time basis in the interim.
A case study for media buyers
For commercial partners and media buyers, the campaign is presented as an example of talk radio’s capacity for active audience engagement, converting broadcast attention into direct, measurable listener action.
Tapt Media said the initiative reflects the network’s stated aim to inform, entertain and empower listeners while championing local communities.
Jason Matthews, 4BC Mornings presenter, said: “When we started sharing Emmanuel City Mission’s story, we knew our listeners and Brisbane locals have big hearts, but for the community to raise $1.1 million completely blew us away.
“This night sanctuary is a direct result of Brisbane people backing Brisbane people. It proves that local talk radio isn’t just about starting conversations – it’s about driving real, life-changing action right here in our community.”
Roby Curtis, founder of Emmanuel City Mission, said the community response had delivered resources that state infrastructure funding alone could not provide.
“We hit our target – we reached nearly $1.1 million. I want to thank the listeners who were there with us for all nine weeks, providing the critical foundation we needed. We are incredibly grateful,” Curtis said.
Main image: Emmanuel City Mission