Will you help us be ready when London calls?

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 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.

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.

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 from supporters like you (around 70%). Further information on the charity’s reports and finances available here https://www.londonsairambulance.org.uk/about-us/reports-and-finances

There are many ways that you can support London’s Air Ambulance Charity. You could leave a gift in your will, fundraise or volunteer. Contact our Supporter Care team on 020 3023 3319 or email [email protected] to find out more.

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)

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.

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.

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, so if you would like to comment on our activities please call our Supporter Care team on 020 3023 3319 or email [email protected]