Air Ambulance UK appointed Phoenix Rose to lead the national PR campaign for Air Ambulance Week, raising awareness of the lifesaving work carried out by 21 independent air ambulance charities across the UK. Many still assume these services are funded by the NHS or only attend dramatic rescue missions. Our campaign challenged those assumptions head-on through powerful patient storytelling and carefully placed national media. Over the course of a single week, we secured more than 30 pieces of national coverage, including 16 features in major titles such as The Mirror, The Sun, The Mail, Metro, The Times and The Telegraph. A 30-minute Times Radio interview aired with a paramedic and survivor, and exclusive interviews and photo-led features ran across print and online. Celebrity support and influencer content added further reach and resonance. Without paid media or new data, we delivered a campaign that drove visibility, credibility and renewed public understanding -helping position air ambulance care as one of the UK’s most vital and community-powered emergency services.
