Sing it Home

The Sing it Home campaign stands out as an exceptional candidate for Marketing Campaign of the Year, showcasing innovative communication strategies, emotive storytelling, and outstanding community engagement. Achieving an unprecedented feat, the campaign propelled Cornwall Air Ambulance into the official UK Album Charts at number 11 (a first for an Air Ambulance), remaining in the top 20 for two weeks —a remarkable accomplishment for a small charity in one of the UK’s poorest counties.

Over 500 local performers participated, providing compelling narratives including a Critical Care Paramedic and a former patient, significantly enhancing PR reach. 30 local schools embraced the campaign via a partnership with Bauer Media, culminating in a live performance before 70,000 people, boosting community involvement and pupil confidence.

Digitally, the campaign generated extraordinary engagement, exceeding one million interactions—a remarkable feat given Cornwall’s modest population of 572,000. The in-house-produced music video alone garnered over 309,000 views, equating to 33 days of continuous watch time.

The campaign’s success continued into Christmas, through an animated adaptation of the song, creating more positive PR noise and bringing the charity within touching distance of reaching its ambitious £2.85 million target for a second helicopter which will save more lives into the future.