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Cornwall Air Ambulance has won a prestigious national award for its innovative music project, taking home Marketing Campaign of the Year at the 2025 Third Sector Awards.
The charity was shortlisted in two categories and secured the accolade for its Sing It Home campaign, launched as part of the Heli2 Appeal. The project saw Cornwall Air Ambulance release a charity album that reached number 11 in the UK official album download charts – a first for an air ambulance service – briefly overtaking Coldplay and holding a place in the top 20 for two weeks.
More than 500 local performers contributed to the album, including one of the charity’s own Critical Care Paramedics and a former patient. The campaign also involved a schools competition run through local radio, inviting pupils to record their own versions of the title track. A music video and a Christmas animation featuring the song helped the campaign generate over one million digital interactions.
The Third Sector Awards ceremony, which recognises the achievements of charities and voluntary organisations across the UK, took place in London on 12 September.
Jon Michael, Head of Marketing & Communications at Cornwall Air Ambulance, said: “Not only did our Sing It Home album beat Coldplay in the charts but it now has a prestigious national award behind it too. The campaign was an incredible way to bring the community together and support the appeal for a second helicopter. Thank you to all the musicians and everyone who bought the album – this award is for you.”
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