Digital Campaign of the Week: North West Air Ambulance

Top celebrities including Ricky Gervais and Coronation Street stars pitched in to help with the charity's no-budget Christmas video

Ricky Gervais in the North West Air Ambulance Christmas film
Ricky Gervais in the North West Air Ambulance Christmas film

What is it?

A Christmas viral, featuring the Blackpool Male Voice Choir and a host of celebrities performing a version of the Twelve Days of Christmas

Famous names urging viewers to donate include comedians Ricky Gervais and Bobby Ball, boxer Ricky Hatton and the cast of Coronation Street.

How much does the charity hope to raise?

"We have not set a target; we just want to get the message across that we rely solely on donations," says spokesman Paul Crone. 

How did the charity persuade celebrities to take part?

Crone, who also works as a freelance television reporter for Granada Television in Manchester, got in touch with some of the famous names in advance through colleagues and friends, but others he approached with his video camera. He says all were happy to help. 

How is the video being promoted?

Through local media and on YouTube.  Crone points out that each time somebody searches for one of the featured celebrities on the video-sharing site, the video is listed in the search results.

Has the video attracted press attention?

It's been picked up by local newspapers and radio stations, including the The Bolton News, the Lancashire Evening Post and Pendle Today.

How much did it cost to make?

£200 - the cost of hiring a cameramen to film the choir.

Third Sector's verdict

Rough and ready, but effective. People will forgive shaky camerawork where a good cause is involved, especially at Christmas.


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