AIR AMBULANCE KSS
THE BIG TARGET
KSS needed to raise £1 million towards the purchase of its new helicopter. It was an ambitious target, and our first challenge was making that figure feel achievable rather than overwhelming.
We focused the campaign on the goal of helping KSS buy its next helicopter. This turned £1 million from an abstract fundraising figure into something supporters could see, understand and get behind.
PART OF THE TEAM
KSS knows its audience loves seeing the helicopters and getting an insight into the work that happens behind the scenes. We used this as a central part of the creative.
We brought viewers close to the action, showing the helicopter alongside the crew, medical equipment and preparations needed to get it ready to respond.
This gave supporters a view they do not normally get and made them feel closer to the people and aircraft they were helping to support. Rather than watching from the outside, we wanted them to feel part of the KSS team.
A £1 million target can make an individual donation feel small. We wanted to show that reaching the target relied on thousands of people each playing their part.
The campaign focused on what supporters could achieve collectively. Whether someone gave £10 or £1,000, their donation took KSS another step towards its new helicopter.
This gave every supporter a role in reaching the target and turned individual donations into a shared achievement.
KSS reached the £1 million target in just six weeks. The campaign went on to raise £1.77 million.
IN THIS TOGETHER
