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Home Industry News nfpSynergy helps London’s Air Ambulance carry out awareness survey

nfpSynergy helps London’s Air Ambulance carry out awareness survey

28th June 2017

nfpSynergy has helped the charity group London's Air Ambulance to carry out a perception study to highlight gaps in awareness of the organisation's work.

The brand review survey questioned almost 1,100 people in the capital, finding that 80 percent of those polled have heard of the air ambulance service, which serves ten million people in the London area, reports PRWeek.

However, 63 percent of respondents said they did not think the organisation was a charity, or were unsure of its charity status. This contrasts with the lifeboat service RNLI and the British Red Cross, which are widely recognised as charities.

It means the majority of Londoners believe London's Air Ambulance receives funding from the NHS or government bodies, when in reality it is dependent upon donations.

Jonathan Jenkins, chief executive officer (CEO) of London's Air Ambulance, said: "The results of our brand research confirm what we as an organisation already suspected. In my early days as CEO, I have quickly learned that one of our greatest challenges is spreading the message that London's Air Ambulance is a charity."

The survey also revealed that the majority of Londoners wrongly believe the charity's main role is to transport patients to hospital, when in fact it generally provides treatment at the scene of the injury.

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