Our Television Advertising Campaign

Whilst 80% of Londoners know about our life saving service, two thirds of people do not know that we are charity. We have created a new TV advertising campaign to help spread the message that London’s Air Ambulance is a charity. We also hope the ad will raise much needed donations to keep the service running.

Every Second Counts

When a life is on the line in London, every second counts. Donate now to support our life saving work. 

Frequently asked Questions

Why have you produced a television advertisement?

Money generously donated by members of the public is our biggest source of income & in order to ensure this continues in the future, it is important that we reach out to as many of the public as possible to help raise awareness of London’s Air Ambulance Charity and to ask the people of London to help support our service. TV advertising allows us to take the charity’s message to a very wide audience and supporters who come in to the charity this way are expected to be very loyal and give the charity a strong and reliable income stream which we can rely upon year in, year out.

What is the charity trying to achieve from the advert?

The main aim of the advertisement is to raise money to keep the service running. A secondary aim is to raise awareness of the charity. Whilst 80% of Londoners know about our life saving service, two thirds of people do not know that we are a charity. The advertising will enable more people to become aware of who we are and what we do.

Where will my money go?

London’s Air Ambulance Charity relies on public support to save lives. The majority of the service’s running costs are funded from charitable donations (around 70%). Further information on the charity’s reports and finances available here https://www.londonsairambulance.org.uk/about-us/reports-and-finances

I watched your advertisement and I want to do something to support you other than by making a donation. What can I do?

There are many ways that you can support London’s Air Ambulance Charity. You could leave a gift in your will, fundraise or volunteer. More information can be found by clicking on your chosen interest.

Does the charity pay for advertising?

We buy airtime at a Direct Response Television rate which is significantly cheaper than regular air time (this means that we don’t buy fixed spots in ad breaks which are much more expensive).

How can you justify spending money on TV advertisements? Shouldn't this money be spent on the service?

The need for our service never stops and we will need to replace both helicopters in the next ten years. We need to invest in fundraising communications to reach new audiences to tell them about our charity and the work we do. We receive a small amount of government funding and rely on the generosity of our supporters to continue to help keep our service going.

How does the charity ensure vulnerable people do not sign up?

We take our responsibilities to vulnerable people very seriously and have strict measures in place to protect them. In the UK, broadcasters aren’t allowed to show ads that are misleading, harmful or offensive. So before ads are shown, we check them against the UK Code of Broadcast Advertising (the BCAP Code), which sets out what is and isn’t permitted. We use an organisation called Clearcast to do this. Clearcast review the claims we make in our television advertising along with the shots and messaging. This ensures our ads do not take advantage of the public and are clear, concise and honest. Our staff and the agency making calls related to our DRTV are trained in how to identify someone who may be vulnerable and what action to take if a person is suspected to be in a vulnerable situation.

How can I give feedback about the charity’s television advertising?

TV advertising is a great way to share the work of London’s Air Ambulance Charity with a wide audience. We welcome all feedback regarding our fundraising activities – positive or negative, so if you would like to comment on our activities please call our Supporter Care team on 020 3023 3319 or email supportercare@londonsairambulance.org.uk