A local radio charity campaign delivered outstanding results across awareness, engagement and fundraising
Cornwall Air Ambulance is a vital emergency service, providing rapid, life-saving care across Cornwall and the Isles of Scilly. As an independent charity, it relies heavily on fundraising and community support to keep its helicopters flying. In 2024, the charity launched its ambitious Heli2 Appeal, aiming to raise funds for a second helicopter to meet growing demand and reduce response times.
About the Campaign
The Sing it Home initiative was designed as a local radio charity campaign that put community pride, music and storytelling at its heart. Built around a charity album featuring more than 500 local musicians, including paramedics, patients and supporters, the campaign used radio to bring the project to life.
Hits Radio Cornwall played a central role, launching a county-wide primary school competition that invited schools to record their own version of the Sing it Home song. The campaign unfolded on air, online and across social media, with listeners encouraged to vote, share and support the cause. The local radio charity campaign culminated in surprise school visits, live performances and powerful on-air moments that connected listeners emotionally to the Heli2 Appeal.
Client Testimonial
“As soon as we heard about the Cornwall Air Ambulance local radio charity campaign, that was helping to raise money for a new air ambulance, Treverbyn Choir all agreed that we wanted to help such a worthy cause. The children loved the song ‘Sing it Home’ when they first heard it and before long the children and adults were singing it down the corridors of our school.
It was so much fun learning the song and creating the music video, never did we ever believe that our little village school would be the winners of the competition. I, as well as the children, were in complete disbelief when Hits Radio walked into our assembly and announced the amazing prizes we had won. In that moment, I could see the pride on the children’s faces and a real sense of accomplishment that was so deserved as they’d worked so hard.
The opportunities and experiences given to the children that followed only grew their confidence, love for music and their fight to raise more money for the cause. Seeing this in our children has carried an overwhelming amount of pride and created a real positive atmosphere in our community.
Thank you Cornwall Air Ambulance and Hits Radiofor this wonderful experience that the children will forever remember.“
Mrs Pearson, Headteacher
Success Measures
This local radio charity campaign delivered outstanding results across awareness, engagement and fundraising:
- Campaign:
Total campaign reach 30,611 people Across all digital platforms
On Air; Impacts – 1,864,632, Reach – 226,112 and OTH – 8.25
- Awards:
- Campaign of the Year at the 2025 Air Ambulances UK Awards of Excellence
- Marketing Campaign of the Year at the 2025 Third Sector Awards
- Fundraising Impact:
- £2.85 million raised towards the Heli2 Appeal for a second helicopter
- Chart Success:
- Sing it Home charity album reached number 11 in the Official UK Charts, outperforming major commercial artists
- Community Engagement:
- Over 500 musicians involved
- Thousands of public votes through the competition
- Significant on-air reach and digital engagement across Cornwall
Summary
Sing it Home is a standout example of how a local radio charity campaign can unite communities, amplify fundraising and create national impact. By combining radio storytelling, music and local participation, Cornwall Air Ambulance transformed a fundraising goal into a shared mission. The campaign not only exceeded financial targets but also strengthened emotional connections between the charity and the communities it serves.
Looking to create a local radio charity campaign that inspires action and delivers real results? Get in touch to find out how local radio can help your organisation connect with communities, tell powerful stories and achieve meaningful impact.