Lincs & Notts Air Ambulance.
How a beer collaboration helped fundraise for a regional charity
Lincs & Notts Air Ambulance.
Lincs and Notts Air Ambulance (LNAA) is a Helicopter Emergency Medical Service (HEMS) operating critical care helicopters and cars that take a team of doctors, paramedics and life-saving equipment directly to the scene of some of the most serious incidents in Lincolnshire and Nottinghamshire.
The service is a UK charity and works closely with the ambulance service, first responders and other emergency services.
An unusual partnership.
We were first introduced to LNAA through our client Docks Beers.
The two organisations had been working together on fundraising opportunities and had developed the idea of a special collaboration beer that would raise funds for the charity and celebrate its 30th anniversary.
Rob and Kirk met with the LNAA and Docks teams at the Grimsby brewery to sample the beer and discuss the creative direction for this new ale, to be titled Helihopter.
Tasked with creating the design for this commemorative draught pale ale, our Creative Director, Kirk Arnold, first sketched rough concepts that were shared with the LNAA team .The approved concept was inspired by the moment of action when the medical team are called to the waiting helicopter. By incorporating LNAA’s key message of “By Your Side” onto the backs of their uniforms in the design, he captured the essence of what LNAA is all about – being there when people need them most.
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Job title, Lincs & Notts Air Ambulance
The start of a fruitful partnership.
LNAA were so impressed by the work we delivered that we were asked to get involved in more fundraising campaigns across multi-media platforms, including digital and Out of Home.
These included activities such as the LNAA Lottery and Christmas Campaign. We were also instrumental in developing a sponsored walking challenge that tapped into their strapline, called ‘The Walk Side by Side Challenge’.
The partnership demonstrates how creative thinking can support vital charity work, turning a simple beer label into the beginning of an ongoing relationship that helps save lives.
What the team says:
“Working with a charity like LNAA is incredibly rewarding. The work they do is life-saving, and being able to contribute through creative design and marketing feels meaningful.
The beer collaboration was a brilliant starting point – it gave us the opportunity to tell their story in an unexpected way. Seeing that initial project develop into a broader partnership across multiple campaigns has been fantastic.
When your creative work helps raise funds that directly support emergency medical care, it reminds you why we do what we do.”
Kirk, Creative Director
