Lincs & Notts Air Ambulance Winter Door Drop

The Story: Lincs & Notts Air Ambulance (LNAA) provides outstanding pre-hospital critical care to give people the very best chance of survival, 24 hours a day, 356 days a year. As a charity they receive no direct government funding so rely on the public for donations to keep running. It is therefore vital that there is strong awareness and support in their locality.

This door drop campaign was an opportunity to reach the local community, increase brand awareness across the Lincs and Notts regions and ask for locals’ support.

The Brief: To plan and manage a door drop targeting 200K across key areas in Lincolnshire and Nottinghamshire.

The mailing featured a patient story, one of a different and very dramatic nature – a stabbing. This was supported with key messages to explain what LNAA do and other patient stories to show the impact that donations can make.

Our Response: We developed the media targeting and the door drop pack creative. All creative reinforced LNAA’s  core messaging of ‘Beachside. Roadside. Countryside. We’re by your side.’ with the identifiable brand colours to create standout and impact on the doormat.

Also included was an A5 leaflet to increase engagement with more local patient case studies, showing the impact of donations on the local community and their families.

Why it works: As a cold audience, the recipients may not be aware of LNAA and the critical need for support. We needed to achieve a quick ’buy in’ with the very emotive story of the stabbing victim and the action that the crew had to take to save their life, as well as the inference that this could happen to ‘you or your loved ones’.  Plus, the signatory was the attending doctor to add real integrity to the story. The donation ask was also very mindful of the current cost-of-living crisis, that the reader may be experiencing.

Results: We are eagerly awaiting door drop results.