The Story: Lincs & Notts Air Ambulance (LNAA) wanted to reach out to their warm audience with a Christmas appeal mailing. This is the first time that LNAA had done a Christmas appeal and they wanted to focus on the case study of Tony, who LNAA were able to provide with life-saving treatment when he suffered a cardiac arrest.
The Story: Lincs & Notts Air Ambulance (LNAA) wanted to reach out to their warm audience with a Christmas appeal mailing. This is the first time that LNAA had done a Christmas appeal and they wanted to focus on the case study of Tony, who LNAA were able to provide with life-saving treatment when he suffered a cardiac arrest.
The Brief: To develop an engaging direct mail pack featuring Tony’s story to connect with existing warm supporters and raise money for LNAA’s life-saving work.
Our Response: We created a warm, personal-feeling pack based on the concept of ‘Special delivery’ linking Christmas deliveries of cards and gifts with the special delivery of advanced treatments and care that LNAA crews can provide (over and above that of land ambulance services).
Why it Works: In its visual execution – the playful pack, complete with LNAA branded ‘By Air’ labels and personalised Fair Isle design – creates a fun, Christmassy feeling, without distracting from the serious nature of the work that LNAA deliver. The pack also contains a signed Christmas card from the crew thanking donors for their support.
Results: The Christmas appeal raised £40,000 from 1,000 supporters, 50% of whom also sent back a message of support to the crew on a Christmas bauble that were hung on the tree at the LNAA base.
Delivering specialist treatment this Christmas