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Children’s Air Ambulance uses DRTV for first time

Children’s Air Ambulance uses DRTV for first time

The Children’s Air Ambulance has launched a campaign to recruit regular donors to the charity using , its first use of TV.

The advert went live at the beginning of October. It invites viewers to make a text donation, and is appearing on direct responsive channels.

It was created with support from WPN Chameleon, who are also enhancing its impact though paid search, social media and video display. Media planning and buying has been done by MC & C Media and fulfilment by DTV Optimise.

The campaign is part of the charity’s efforts to find and test new long-term channels for donor recruitment.


The Children’s Air Ambulance is an inter-hospital transfer service for critically ill children. Theirs is the only helicopter in the country dedicated to this work and that is equipped with custom built stretcher technology that allows the safe transport of critically ill children and babies.

Each transfer costs approximately £2,800. It costs around £134,000 per month to run the service.

Ellie Topham, Head of Marketing at the Children’s Air Ambulance said:

“This is a first for the charity. Despite the state of the art equipment our service demands, as a young charity we have relatively little public awareness and it’s vital that we grow our supporter numbers. We felt that the TV was a natural home for our fundraising ask as our life saving work is highly visual and emotive. WPN Chameleon has a great track record in successful DRTV and it was a pleasure working with them.”



Howard Lake is a digital fundraising entrepreneur. Publisher of UK Fundraising, the world's first web resource for professional fundraisers, since 1994. Trainer and consultant in digital fundraising. Founder of Fundraising Camp.

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