Cornwall Air Ambulance Wins National Marketing Award for ‘Sing It Home’ Campaign

Cornwall Air Ambulance has been recognised on the national stage, taking home a major honour at the 2025 Third Sector Awards.

Sing It Home campaign takes the prize

The charity won Marketing Campaign of the Year for its ‘Sing it Home’ campaign, part of the Heli2 Appeal. The project saw Cornwall Air Ambulance release an album that climbed to number 11 in the UK official album download charts, making it the first air ambulance charity ever to achieve such a milestone.

In an impressive run, the album beat Coldplay and remained in the top 20 for two weeks.

A community effort

More than 500 local performers contributed to the album, including one of the charity’s own Critical Care Paramedics and a former patient. Local schools also took part through a radio competition that challenged them to create their own performances of the title track.

The campaign reached over one million digital interactions, with a music video and the title track later featuring in the charity’s Christmas animation.

“An incredible way to bring the local community together”

Jon Michael, Head of Marketing & Communications, said:

“What an honour to be recognised in this way at the Third Sector Awards! Not only did our Sing It Home album beat Coldplay in the charts but also now has a prestigious national award behind it too. The campaign was an incredible way to bring the local community together and help to bring that second helicopter to Cornwall and the Isles of Scilly. Thank you to the many musicians across Cornwall who got behind this amazing campaign, and to everyone who bought the album, we were blown away by the response and support. This award is for you!”

Celebrating charities nationwide

The annual awards highlight the achievements of charities, voluntary organisations, social enterprises and corporate partners across the country. This year’s ceremony was held on Friday 12th September in London.

You can find out more about Cornwall Air Ambulance’s lifesaving work here