For a small charity, raising £4 million for a second helicopter is no mean feat. The small communications team of three at London’s Air Ambulance were tasked to develop a campaign, in collaboration with fundraising, to inspire Londoners to help them deliver this goal. The ‘Your London, Your Helicopter’, campaign was born and a mix of traditional and digital media was used to ensure the campaign had consistent, prolonged exposure. Creative and innovative initiatives were deployed, including regular Tweetathons, a competition for children to name the helicopters and customised infographics to target boroughs and engage with MPs. Amongst many other achievements, the team drove a 390% increase to the website, gained over 11,000 new supporters on social and secured over 350 pieces of press coverage. The team worked relentlessly to raise awareness of the campaign, while continuing with other large events including a reception at Downing Street, the launch of a new dispatch app, a press launch for a brain scanner trial and a high profile visit from the Health Secretary. The profile of the campaign continues to have an impact on charitable activities, helping to increase other income streams, participation in events and increase in volunteers.