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Air Ambulance Week Campaign
Client:
Air Ambulances UK
PROJECT:
Annual awareness week campaign identity, rollout and content curation.
EXPERTISE
Creative Direction / Campaign Strategy / Art Direction / Content curation / Design
ROLE:
Lead Designer / Creative Director
TEAM:
Adam Little / Joe Beddington
CHALLENGE
Air Ambulance Week needed to unite 21 independent charities behind one national campaign while giving each organisation the flexibility to tell its own local stories.
IDEA
Unity doesn't require uniformity.
Rather than forcing every charity into the same campaign, I created a flexible platform that strengthened one national message while allowing each organisation to tell its own authentic stories.
STRATEGY
As Creative Partner since 2020, I've led the ongoing evolution of the campaign. For 2025, we introduced Every Mission Starts With You, supported by a flexible suite of campaign assets and an inclusive content strategy that transformed stories from all 21 charities into a unified series of campaign films.
IMPACT
The campaign continues to give 21 independent charities the confidence to speak collectively while remaining unmistakably local. Building on 2024's record-breaking 89.7M+ reach, it has become the sector's flagship awareness campaign.
