The Gate hopes new campaign will drive donations for air ambulance service

David Prior's picture

Manchester's The Gate has produced a TV campaign for Air Ambulance: Kent, Surrey, Sussex (AAKSS).

The company was tasked with creating a campaign which would generate a direct response by encouraging viewers to reach for their phone and donate to the life-saving service.

AAKSS operates 24 hours a day, 365 days a year, and relies entirely on charitable donations.

During planning stages, ‘to look up’ was identified as the most common reaction when a helicopter flies overhead, so The Gate used this feedback to turn an everyday reaction into a thought-provoking statement.

Gate's in-house director Graeme Hill oversaw the TV commercial - which was filmed in Surrey - and shot the stills himself.

Josh Boswell, producer at The Gate who led the project, said: “We had to strike a balance between the drama of a helicopter arrival and the great and vital work of AAKSS via this campaign. We believe the result will at once grip audiences whilst also conveying the importance of AAKSS.”

David Welch, CEO of AAKSS, said: “AAKSS is a critical service within our community and we wanted our new campaign to reflect this. I believe the campaign will be a great success, and every donation we receive will be truly valued.”