Cornwall Air Ambulance Trust / Groundcrew
Brand Identity. Marketing.
MPAD has worked with Cornwall Air Ambulance Trust since 2010. In 2014, the charity wanted to launch a campaign to recruit 100 new volunteers during the year to support additional fundraising activities.
Strategy: Develop a brand identity that volunteers and staff alike are proud to be part of, and communicate this brand across online and offline platforms.
Delivery: Through a brand workshop and brand design development, MPAD developed “Groundcrew” as an engaging identity, based on the fact that in order for the helicopter crew to do their work, we need people on the ground to raise funds to keep the aircraft flying. We commissioned beautiful photography of real volunteers, designed posters and adverts plus delivered a Cornwall-wide PR campaign, encouraging local reporters to get involved in volunteering opportunities in their area.
Impact: 60 volunteer applications within 6 weeks of the campaign launching, with more activity planned during the year. Positive impact coverage for the Air Ambulance across radio and print platforms.