Hampshire and Isle of Wight Air Ambulance is a vital emergency service providing rapid, lifesaving medical care across Hampshire and the Isle of Wight. Operating without direct government funding, the charity relies heavily on public donations and community support to keep its helicopters flying and crews ready to respond 365 days a year.
With increasing pressure on emergency services, the charity needed a way to stay front of mind with local audiences and encourage meaningful action through donations – they came to Bauer Media to hepl develop a Air Ambulance Advertising strategy that really saw results!
About the Campaign
The overarching aim of the campaign was to drive urgent support and donations to enable Hampshire and Isle of Wight Air Ambulance to relocate its base from North Hampshire to the South of the region, closer to where the charity saves the most lives.
To reflect this urgency, the audio creative was built around a simple but powerful countdown message: 5, 4, 3, 2, 1. This structure mirrored the reality of emergency response and reinforced the message that every second counts when a life is on the line.
The Air Ambulance Advertising campaign ran across Bauer Media digital audio inventory, reaching listeners via smart speakers and mobile devices. By targeting audiences during high-attention listening moments at home and on the move, the campaign ensured the message landed with impact and immediacy.
A tracking pixel was implemented to measure real action, not just reach. This allowed the campaign to attribute online conversions directly back to audio exposure, providing clear proof of effectiveness.
Activity ran across Hampshire and Southampton, with delivery optimised by time of day, device, and station performance to maximise response.
Portsmouth Campaign Audio
Southampton Campaign Audio
Success Measures
The campaign delivered strong, trackable results for Air Ambulance Advertising, particularly across smart speakers.
Key highlights include:
- Pixel conversion rates of 2.61%*
- The majority of impressions delivered via smart speakers, reinforcing the strength of in-home listening
- Consistent daily delivery with clear peak listening times identified by day and hour
- Successful attribution of confirmed online actions using the Bauer tracking pixel
Find Out More About Pixel Conversions
Summary
This campaign clearly demonstrates how Air Ambulance Advertising through digital audio can drive more than awareness. By combining trusted radio brands, smart speaker listening, and robust tracking, Hampshire and Isle of Wight Air Ambulance achieved measurable engagement and tangible results.
Audio proved to be a powerful channel for connecting with local communities and turning listeners into supporters.
If you are a charity or organisation looking to drive awareness, donations, or action, discover how Air Ambulance Advertising through targeted audio can work for you.
Get in touch with your local Bauer Media team today to find out more.
* Pixel results for 02/05/2025 – 09/06/202 based Pixel Conversion rates from 10/06/2025 – 21/07/2025. Hampshire 1.71%, Southampton 2.82%, Hampshire 1.43%. All other Pixel results are based on confirmed tracked conversions via Bauer Tracking Pixel.