Cornwall Air Ambulance Volunteer Campaign scoops national gong

18.11.2015 | Brand Identity. innovation. Marketing. Strategy.

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  • Cornwall Air Ambulance Groundcrew WinA campaign that helped recruit up to 250 volunteers for Cornwall Air Ambulance has won a national charity award.

    “Groundcrew” won UK Best Air Ambulance Campaign at the Air Ambulance Excellence Awards 2015 last night (Monday, November 16).

    The campaign – which involved creating a visual identity for volunteers on the ground whose work keeps the aircrew flying – was developed by Cornwall-based communications agency MPAD.

    Groundcrew beat off stiff competition from other air ambulance charities, including the capital’s “Your London, Your Helicopter”.

    In making their decision, judges commented they would “not be surprised to see other air ambulance charities develop a similar brand approach to their volunteer programmes in the next year”.

    The charity’s volunteer co-ordinator Jackie Eastwood also won an award for Charity Staff Member of the Year for her work recruiting and developing the Groundcrew team.

    Paula Martin, chief executive of Cornwall Air Ambulance Trust, said: “We need many volunteers to help maintain funds and keep our service running.

    “We fell in love with this campaign as soon as it was presented to us – it absolutely celebrates the pivotal role volunteers play in keeping the helicopter and its dedicated crew flying. The volunteers are also very proud to have an identity that recognises their work.”

    Truro-based MPAD – The Positive Impact Agency, which specialises in communications for charities – has been working with Cornwall Air Ambulance Trust since 2010.

    The agency was handed a brief to launch a volunteer campaign in January 2014. The team has since gone on to support the charity with further strategic work, including an overall brand refresh when it launched its two new helicopters earlier this year.

    Managing director Rachel Picken said: “We knew early on that developing a brand identity and name for the volunteer team was the right move. We came up with a couple of names but Groundcrew was the instant winner.

    “Best of all, we’ve been overwhelmed by how successful it has been in making an impact on the organisation – proof that the right approach to marketing and communications can make a real difference.”

    Jackie Eastwood and two of her Groundcrew team were presented with their award by BBC news anchor Sophie Long and TV presenter Rav Wilding.

    Jackie added: “It’s a fascinating place to work and no single day is the same. I sit with a view of the helicopter and every time the crew fire up the engines, I feel a tingle of pride that what I’m doing is helping the person out there in need of help.”

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