London Air Ambulance – Keeping The Service Alive

Client objectives

- Raise awareness of the LAA and the service it provides
- Communicate how the LAA relies on charitable funding
- Help generate charitable donations for the service

Tactics - ‘Keeping the Service Alive’

- News stories
Using the statistics owned by the LAA about the number and type of cases treated, we issued a series of press releases about the level of service it provides. These releases highlighted the significant role the LAA places in helping deal with serious London incidents and demonstrate the service’s reliance on charitable donations

- People profiling
There is no better way to tell the story of the service than through the people who work for it or have been helped by it. Therefore, we identified some key profiling opportunities for Andrew, the pilots, the consultants and the patients who have been saved because of the LAA

- Picture-led stories
Using the fantastic imagery of the LAA in and around famous London landmarks, we sold-in these images to national and local picture desks either accompanied by the new press release or with a caption. By seeing the LAA in familiar places, Londoners felt an affinity with the service and understood the essential local support it provides.

- Broadcast pitching
In addition to securing London radio stations to conduct reports / outside broadcasts from the LAA helipad, we also approached production companies with the opportunity to create a real-life TV series based on the LAA (currently being piloted by North One Productions)

- Event support
LAA host numerous charity fund raising events and we used a variety of tactics to increase attendance and support for these activities