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We exist to give everybody within our community the best chance of surviving and recovering from an emergency. 

We’ve come a long way since we were first set up in 1999. We’ve continued to evolve and expand our service. But we want to go further. 

Protecting, saving and reviving lives, together

Our strategy for 2022-2025 sets out our vision for the future and the steps that we will take towards our mission over the next three years. 



Our Journey to 2025

Over the next three years our focus will be on the following areas:

We reach the patients who need us

We deliver outstanding and consistent critical care

We care beyond the scene 

We collaborate for greater impact 

Our future is sustainable and financially secure

Our community are connected and engaged 

Our people are skilled, supported, motivated and proud of the difference we make

Our governance, systems, and processes are robust and transparent

How we will
get there


What does this mean? This means applying for our own air operations certificate, recruiting, and training our own pilots, and putting in place the safety, standards and maintenance required to manage the operations of our helicopter on a day-to-day basis. We will be the fifth air ambulance charity to bring our aviation operations in-house.

Why are we doing it? It may sound like a lot of extra work; however, this will give us greater flexibility to make our service more effective and more efficient. Much like our decision to become an independent health care provider in 2018, taking on our aviation operations will allow us to shape and tailor our service to ensure we are delivering the best possible patient care and adapting to changing clinical needs.

cars to take the lead during hours of darkness 

What does this mean? We plan to focus on dispatching our critical care response cars to reach patients in the hours of darkness. Our cars carry exactly the same equipment and drugs as our helicopter and the data shows us that it is more efficient to drive when it is dark.

Why are we doing it? There are very few incidents overnight when sending a helicopter is the best option. Particularly over the winter months when weather conditions often mean it isn’t safe to fly. Due to the largely urban area in which we operate, with a highly well-connected road network, dispatching a critical care response vehicle during the hours of darkness is more efficient and more effective.

The fact that we will run our own aviation operations means that we can continue to keep our service under constant review and can adapt the service based on the needs of our patients. If at any point in the future we need our helicopter to fly during the hours of darkness, we will be able to do so.


What does this mean? We are working to increase the access we have to information on the outcomes of our patients. With this information we can monitor and review the care that we provide even further. It will also enable us to carry out specific research into the types of medical emergencies that we are often called out to. All of this is vital to evolving how we deliver our care so that we can give every patient the best chance when the worst happens. Alongside this, we will continue to train our crew so they are at forefront of delivering hospital-level care at the scene. 

Why are we doing it? Our patients are at the heart of everything we do. We have built a fantastic reputation for our critical care which has been formally recognised our ‘outstanding’ rating from the Care Quality Commission. But we will not rest on our laurels. We want to push the boundaries of outstanding care for the patients of tomorrow.


What does this mean? For those who have been seriously ill or injured, or family members who have lost a loved one, the future can be daunting. Our Aftercare team is there when someone’s life has been turned upside down. We are expanding our Aftercare team so that we can reach more patients, earlier in their recovery. Patients and their loved ones will have greater access to a wealth of further support through referral and signposting. And, we’ll share our learnings with others, so that more patients nationwide can experience the benefits of Aftercare.

Why are we doing it? There’s no time limit to Aftercare. Whether it’s the day after someone comes home from hospital, six weeks later, or even years after the event. If someone is dealing with memories of trauma, repercussions of injury, or the effects of loss, we care beyond the scene. 


What does this mean? As a charity, we can only continue to be at the frontline of saving lives thanks to your support. You are most important member of our team. Whether you are one of our partners, supporters or a volunteer we need you by our side. That’s why we plan to deepen the connections with have with our current supporters, and invite new friends on board. We will also collaborate with others, working with our partners at the frontline of saving lives to deliver the best care. And forge new relationships to equip our community with the skills and knowledge to make a difference in those vital early moments of an emergency. 

Why are we doing it? As a charity, we solely rely on the generosity of our community. Our plans are ambitious and we need to increase our income to at least £14m by 2025 in order to deliver this as well as maintain sufficient reserves to be financially sustainable for the future. Put simply, we cannot do it without you! Togetherness is central to our mission and values for a reason. Collaboration gives our work greater impact – for our patients, our community, and society.

The way we will do it

Truly fulfilling our mission and purpose isn’t about just getting the job done. It’s more than that. It’s not just what we do that matters, but the way that we do it. 

Our values and behaviours act as our compass, guiding us as we steer towards our goals. They are more than words on paper, but something that we seek to embody in our actions, interactions, and decisions. 

read our strategy


Join us on
our journey

We’ve shown you our destination and how we plan to get there. All that’s left is for us to set out on this journey together. Welcome on board.