Client Story: Essex & Herts Air Ambulance

The Problem:

Essex & Herts Air Ambulance needed to raise urgent funds to support 100 life-saving missions across the festive period.

The challenge was to communicate the real impact of donations without resorting to shock tactics or clinical statistics, making people feel the importance of each mission, and motivating action when there are already so many worthwhile charities competing for donations.

The MindField Thinking:

Every mission is someone’s worst day and someone else’s chance to make it home.

Rather than focusing on the helicopter or the organisation, we centred the crew and their story in the moment where lives hang in the balance. By humanising the mission and the crew, grounding it in truth, we could create an emotional connection that felt honest, respectful, and compelling.

The Answer:

FUND 100 

A powerful film that brings viewers into the reality of an air ambulance callout, capturing urgency, vulnerability, sacrifice and hope in equal measure.

Using authentic storytelling, restrained direction, and a human-first narrative, the campaign shows exactly what funding makes possible: not abstract “support”, but real missions, real outcomes, and real lives saved.