A road haulage company has provided free advertising for a Midlands Air Ambulance Charity campaign.

ABE Ledbury has joined an ongoing fundraising campaign to help keep the charity's pre-hospital emergency service in the air by showcasing the charity on its new trailer.

The livery serves as a reminder of the charity's work, with a QR code that will allow immediate donations to be made from anyone who scans it.


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The aim of the partnership is to showcase the charity's work to a previously unreachable audience.

Pam Hodgetts, corporate partnership manager at the charity, said: "Effectively, ABE Ledbury has given us free advertising this year.

"The livery will enable us to reach people we may not otherwise have been able to.

"Its sheer size, plus the distance it is set to cover, it is the perfect gift-in-kind."

Clive Brooks, the managing director of ABE, said: "Every time our drivers get behind the wheel, they are always at risk of something happening on the roads.

"Midlands Air Ambulance Charity gives round-the-clock protection not just on the roads, but of course in cases of sudden cardiac arrest or a whole host of other emergencies 365 days a year.

"The charity may not be top of your mind until a time comes where we need its services. But whether we realise it or not, the charity is always there at the ready if an emergency arises.”

Launched in 1991, the charity offers services to the largest population of all the UK's air ambulance charities, covering Gloucestershire, Herefordshire, Shropshire, Staffordshire, the West Midlands and Worcestershire.

She added: "There are so many great causes out there, so we are extremely grateful to ABE Ledbury for their support in promoting our lifesaving charity.

"It’s not always about handing over a cheque directly to the charity."

The new trailer will be given a special number, TIM180, in memory of Tim Hickson, a former colleague at ABE who died by suicide.

Mr Brooks said: "Midlands Air Ambulance Charity was Tim’s family’s chosen charity, and we wish for this trailer to serve as a reminder of the importance of everyone’s' mental health and wellbeing."