In this episode, we take an in-depth look at one of the world’s leading HEMS services—London’s Air Ambulance (LAA) Charity. This conversation centres around the lesser-known challenges of sustaining and growing a top-tier HEMS service within the UK. From community engagement strategies to high-impact fundraising and marketing campaigns, we uncover what it takes to raise over £16 million to fund two new helicopters. We also go behind the scenes to examine the efforts that brought these aircraft into service, the obstacles the charity faces, and the vital role public support plays in its mission.

Joining us is Jayne Clarke, Director of Fundraising and Marketing at London’s Air Ambulance Charity. With a strong background in strategic leadership across the charity sector, Jayne brings expertise in marketing, advertising, and ethical banking. She previously worked with McCann Worldgroup before transitioning to purpose-driven roles, including leading major campaigns at the RNLI and serving as Director of Income Generation at St Peter’s Hospice. Now, as she steers the charity into an exciting new chapter in 2025, Jayne shares her insights on what it takes to keep this lifesaving service in the air. To see more of LAA's work, engagement and fundraising, see here: https://www.londonsairambulance.org.uk/