Design consultancy: The Clearing
Advertiser: London's Air Ambulance
London's Air Ambulance delivers world-class pre-hospital care to Londoners – helping 2,000 critically injured people inside the M25 every year. Providing a 24/7 service costs £8.7 million per year, mostly funded through charitable donations.
The service's trauma team provides immediate medical treatment to critically injured patients at the scene of their incident within minutes. However, when the helicopter was out of action for maintenance or training, patients were left without support. During long summer days, flying hours were lost as the crew could only fly for 12 hours. The fleet of rapid response cars was subject to London's heavy traffic.
Another helicopter would save more lives. But it would increase costs by £1.2 million per annum, a huge challenge for a small charity.
The Clearing realised that the helicopter – the brand's most visible asset – wasn't telling their story or boosting fundraising. Highly visible in the sky above London and always photographed when attending incidents, it was a missed opportunity covered with sponsor's logos.