The Story: 2022 was their busiest year for Lincs & Notts Air Ambulance (LNAA) with 1,620 incidents. One day last August, they responded to 16 incidents, four times what they would expect in a day. As demand continues to increase, LNAA were expecting their busiest summer yet, so needed donations more than ever to save lives.
Many travel to their coastline during the summer so even more HGVs, tractors, caravans, motorcycles. Horse riders and cyclists on the roads. In the summer almost half of their call-outs are road traffic collisions, many of them motorcycle incidents.
The Story: 2022 was their busiest year for Lincs & Notts Air Ambulance (LNAA) with 1,620 incidents. One day last August, they responded to 16 incidents, four times what they would expect in a day. As demand continues to increase, LNAA were expecting their busiest summer yet, so needed donations more than ever to save lives.
Many travel to their coastline during the summer so even more HGVs, tractors, caravans, motorcycles. Horse riders and cyclists on the roads. In the summer, almost half of their call-outs are road traffic collisions, many of them motorcycle incidents.
The Brief: To create a Summer Appeal main pack and reminder pack (DM and email) to target a warm audience to raise vital funds with a cash ask only.
Key messaging was to show the increasing demand and highlight the difference that LNAA makes to survival during traumatic incidents on the roads. To support this, the patient story for the letter is Josh whose life was saved by LNAA due to the speed they attended to him after a motorcycle accident. Also, the signatory is Mick Goodwin, a HEMS Paramedic and a keen motorcyclist.
Our Response: We created a campaign identity of ‘100 Days of Summer Appeal’ with a recognisable marque ensuring consistency across all campaign elements.
The direct email pack was comprised of an impactful outer, letter / donation form, bold A2 fold out leaflet and ‘Thank you’ postcard.
We tested two versions of the reminder DM. One which included a letter with drop down donation form plus BRE, enclosed in an envelope. The other was a simpler pack of a postcard with online response mechanism.
How it works: The ‘100 days of summer’ campaign marque/stamp united all campaign elements and powerfully impactful patient stories show the difference that LNAA make to survival. A map of the area ensures our communication is as relevant and relatable to the local audience. The simple engagement piece of ‘Thank you’ postcard to send back in Freepost BRE has proved successful.
This recognisable campaign helps to further build the ongoing relationship with existing supporters.
Results: So far, donations have totalled £58,000.
Meeting seasonal demand