LAAC secures first media partner for Up Against Time appeal

London’s Air Ambulance Charity (LAAC) has secured its first official media partner, Newsquest, in its Up Against Time appeal.

Simon Murfitt, Newsquest London Senior Editor, said: “I am delighted to launch this campaign with a charity that provides such a vital service. Over the course of the coming weeks, we will be telling the stories of London residents who owe their lives to the efforts of London’s Air Ambulance Charity paramedics.”

This campaign is to raise an additional £15 million by autumn 2024 to replace its two helicopters, before they come to the end of their lifespan.

Jonathan Jenkins, CEO of London’s Air Ambulance Charity, said: “I am thrilled at the news that we have our first official media partner in our Up Against Time campaign.

“The Up Against Time appeal is our charity’s largest-ever fundraising campaign. After many years of fantastic service, our existing helicopter fleet is becoming increasingly difficult to maintain and we need to raise £15 million to replace the two helicopters by autumn 2024.

“It’s not going to be easy. Whilst our red helicopters are well-known figures on the London skyline, many people are still unaware that we are a charity, with almost all of our funding coming in the form of charitable donations from the people of London.”

The advanced trauma team at LAAC relies on public donations for 89 per cent of its funding. Many air ambulances across the UK are charities and have to fundraise through campaigns to keep their services running. Yorkshire Air Ambulance (YAA) is currently running an awareness campaign, called Yellow Yorkshire. It currently costs £19,000 per day to keep the YAA’s two yellow helicopters maintained and operational.