The Story: 24th May 2024 will mark the 30th anniversary of Lincs & Notts Air Ambulance (LNAA). To commemorate this, they will have various celebrations and communications throughout the year, from PR materials to fundraising activity.
Their key fundraising activity offers supporters the unique opportunity to get their name on their helicopter and be a part of every life-saving call out. This ask is a very clear, tangible one with a minimum £100 donation to get their chosen name on the helicopter.
The Story: 24th May 2024 will mark the 30th anniversary of Lincs & Notts Air Ambulance (LNAA). To commemorate this, they will have various celebrations and communications throughout the year, from PR materials to fundraising activity.
Their key fundraising activity offers supporters the unique opportunity to get their name on their helicopter and be a part of every life-saving call out. This ask is a very clear, tangible one with a minimum £100 donation to get their chosen name on the helicopter.
The Brief: We were asked to develop a creative identity for this special year. Plus, all the campaign creative, across both digital and print, including a campaign name.
Client wanted the audience to feel part of LNAA through this campaign - its history but also pivotal to their future and for this unique proposition to inspire them to take action.
Our Response: We created a suite of 30th anniversary logo lockups with flex to be used across a variety of comms. We presented a range of concepts for the campaign name with the chosen one being ‘Side by Side’.
The Side by Side collateral included a bespoke microsite for donations, a pull-up banner and press ad to help advertise the campaign.
Development also included a special anniversary edition Sky Shout – the supporters bi-annual newsletter DM sent out as stewardship.
Why it works: The 30th anniversary logos help to give standout to this special year, while complimenting all comms as they have been developed using LNAA’s key brand colours.
The microsite provided the perfect route to make it easy for supporters to complete their name and donation details, while providing LNAA an easy to keep track of response.
Comms had a clear call to action and to help drive response were supported with a range of case studies of supporters who had put a name on the helicopter – whether in memory of a loved one or adding the name of their business!
Results: Currently 1,000 supporters have donated to the Side by Side campaign to get their name on the helicopter, raising £100,000.
Campaign identity Creative execution