# Children’s Air Ambulance uses DRTV for first time

- Link: https://fundraising.co.uk/2015/10/21/childrens-air-ambulance-uses-drtv-for-first-time/
- Published: 2015-10-21T10:10:08+01:00
- Author: Howard Lake

**The Children’s Air Ambulance has launched a campaign to recruit regular donors
to the charity using DRTV, 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](http://www.wpnchameleon.co.uk),
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.

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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](http://childrensairambulance.org.uk)
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.”

 
  

 * **[Humane Society International/UK uses DRTV for first time](https://fundraising.co.uk/2016/06/06/humane-society-internationaluk-uses-drtv-first-time/)**(
   6 June 2016)
 * **[Optimising fundraising with DRTV: Fundraising Media DNA 2016/17](https://fundraising.co.uk/2016/09/28/optimising-fundraising-drtv-fundraising-media-dna-201617/)**(
   28 September 2016)
 * **[New guide to fundraising from charity TV appeals published](https://fundraising.co.uk/2016/11/08/new-guide-fundraising-charity-tv-appeals-published/)**(
   8 November 2016)