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Children’s Wales Air Ambulance

Awareness Campaign

It was a comment on Facebook describing the Children’s Wales Air Ambulance team as ‘heroes’ which gave us the idea for our advertising campaign. Week-in, week-out the team are flying through the skies saving the lives of children and adults across Wales, so our advert depicts the pilots, paramedics, flying doctors and crew as real-life superheroes.

After visiting the air base in Llanelli and hearing more about the amazing work they do, we knew it would be best to base the TV advert on a real event, giving us a case study which we could also use in our media relations campaign. We were introduced to Will and his mum Rhian, who were helped by the Air Ambulance two years ago after Will fell 18 feet through a farm shed roof and had to be air lifted to hospital.

Working closely with Cardiff-based production company, Gingenious, we created a 30 second TV advert which airs from 26th to 31st December on ITV Wales.

Will’s story was also featured on Wales Online, and accompanying digital assets helped to maximise awareness during the festive period.

Our six month PR campaign is ongoing, and will include stakeholder engagement, info-graphics, thought leadership essays, and features, alongside further video and case studies.