Midlands Air Ambulance Charity

As demand for emergency pre-hospital care did not falter during the pandemic, the team at Midlands Air Ambulance Charity knew the importance of proactively communicating the importance of its lifesaving work and constant need for fundraising income from the communities it serves. As face-to-face fundraising had to cease, events cancelled and charity shops had to temporarily close, MAAC was facing a significant reduction in fundraising income for the team. Something had to be done to minimise the impact the pandemic would have on the charity’s vitally-important service. Therefore, team established the service as the voice of the charity sector, not only in the Midlands, but on behalf of the UK, and maximised all opportunities to raise awareness of the charity and encourage continued and new support from donors. Activity included thought-leadership features on major broadcast stations, virtual events, provision of curriculum-led resources to parents who were home schooling and above the line advertising to demonstrate the crew can’t work from home. Due to the appeal of the campaign elements and strong call to action the campaign ultimately resulted in funding for an additional 140 air ambulance and critical care car missions, saving countless lives, and keeping dozens of families together.