London’s Air Ambulance Charity is launching a major DRTV campaign, backed by online activity, in an effort to both raise awareness and funds for the organisation.
The activity, under the strapline Every Second Counts, has been devised by WPNC following the agency’s appointment to the brief in March this year in a competitive pitch.
WPNC subsequently took the charity through its full creative process, which included a “Breakthrough” session to deliver the overarching proposition of the campaign, and insight testing of three different concepts using WPNC’s Response Insight tool.
The aim of the initiative is to raise awareness of the organisation’s work in treating critically injured people at the scene of emergencies across London; it also tackles the misconception that the organisation is fully funded by public money.
London’s Air Ambulance Charity was founded in 1989 and to date has treated over 39,500 critically injured people and attended most major incidents. It serves the 10 million people who live, work and travel within the M25.
The 60-second ad, which goes live this week for four weeks, will run in the London region on channels including ITV London, ITV Breakfast London, London Live and Channel 4.
London’s Air Ambulance Charity’s chief pilot Neil Jeffers features in the ad and also delivers the voice-over. He is shown, along with the medical team, receiving an emergency call, running to their helicopter and treating a patient, although the incident was staged for the purposes of filming.
The ad concludes with the call to action: “Text to give £5 and help us get there in time to save a life.” Online executions include three 15-second Facebook videos as well as display ads.
WPN Chameleon rebranded WPNC in May, as part of its mission to deliver experiences across all channels and deliver powerful results for clients, tapping into its heritage as a direct response agency.
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