London Air Ambulance appoints WPNC for TV campaign

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by Mark Johnson

London’s Air Ambulance Charity, the service that treats thousands of critically injured patients in the capital annually, has appointed WPN Chameleon (WPNC) to develop a new TV fundraising campaign.

Following a competitive pitch, the agency and charity are working together to develop a robust strategic development of London’s Air Ambulance Charity’s fundraising proposition, using WPNC’s donor insight expertise. 

The culmination of this approach will be the launch of a DRTV and social media campaign this spring.

After being chosen to develop a campaign to support the organisation’s new push for donations in its 30th anniversary year, WPNC said it ran a BreakThrough workshop with London’s Air Ambulance Charity stakeholders. 

The full-day workshop was a chance for the agency and charity to discuss and focus on key fundraising territories, and co-create strategic positioning for the campaign.

Following the session, WPNC said it was now developing the ideas into creative executions that will be tested using the agency’s Response Insight creative testing tool, ahead of further development and the roll-out of the campaign.

Public misconception of charity's funded status

The TV ad will air in the London area. The aim is to raise awareness of the charity’s work treating critically injured patients within the M25, whilst also tackling the misconception that the organisation is fully publicly funded, WPNC said.

The medical crew always consists of a senior doctor and paramedic team who can attend up to five emergencies a day. They provide cutting-edge care and often perform life-saving operations on patients at the scene.

The TV campaign will be targeted at London residents as well as those who have an affinity with the city and want to show their support for the charity.

London Air Ambulance: TV campaign to appeal for support

“We’re excited to be working with London’s Air Ambulance Charity, celebrating its 30th year of providing life-saving care”, said Hannah Williams, Client Services Director, WPN Chameleon. 

“Every day, five people are so seriously injured that treatment can’t wait until they get to hospital. London’s Air Ambulance Charity races to the scene to help more people survive devastating injuries. 

Biggest challenge

“But one of the biggest challenges it faces is that people just don’t know it is a charity: so we’re going to help change that.”

Louise Robertshaw, Director of Marketing and Fundraising at London’s Air Ambulance Charity, added: “We have been extremely impressed with WPN Chameleon. 

“Following the agency’s innovative creative process, we’ve got some brilliant ideas to develop. 

“We’re excited about the ad hitting TV screens to help us reach a new and wider audience and raise awareness of our charity. 

“We hope people will be inspired to support us so we can continue to deliver our life-saving service for the people of London.”

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