Dene Films

The Derbyshire, Leicestershire and Rutland Air Ambulance needed to develop a television campaign to encourage financial support of their critical emergency service. They asked Dene Films to develop a commercial that would highlight the fact that the service operates entirely on public donations and support, as it receives no Government or National Lottery Funding.

The key message was ultimately very simple…’we save lives’ and with a donation of as little as ‘£2 per month’ you can help us continue to save lives.

The commercial revolves around an interview with Mike Dilks - a man who wouldn’t be alive without the Air Ambulance.  This is the retelling of a horrific accident and Mike’s personal account of how the immediacy of the Air Ambulance service saved his life.

Mike’s Story is really powerful so the commercial consists of an interview and footage of the Air Ambulance in action, combined with more abstract, evocative imagery designed to have an emotional impact. The final shot is of Mike holding a £2 pound coin - a powerful, non-verbal plea to the viewer to make a donation.