Sustaining a World-Class HEMS Service: London’s Air Ambulance with Jayne Clarke

In this episode, we take an in-depth look at one of the world’s
leading HEMS services—London’s Air Ambulance (LAA) Charity. This
conversation centres around the lesser-known challenges of
sustaining and growing a top-tier HEMS service within the UK.
From community engagement strategies to high-impact fundraising
and marketing campaigns, we uncover what it takes to raise over
£16 million to fund two new helicopters. We also go behind the
scenes to examine the efforts that brought these aircraft into
service, the obstacles the charity faces, and the vital role
public support plays in its mission.


Joining us is Jayne Clarke, Director of Fundraising and Marketing
at London’s Air Ambulance Charity. With a strong background in
strategic leadership across the charity sector, Jayne brings
expertise in marketing, advertising, and ethical banking. She
previously worked with McCann Worldgroup before transitioning to
purpose-driven roles, including leading major campaigns at the
RNLI and serving as Director of Income Generation at St Peter’s
Hospice. Now, as she steers the charity into an exciting new
chapter in 2025, Jayne shares her insights on what it takes to
keep this lifesaving service in the air. To see more of LAA's
work, engagement and fundraising, see here:
https://www.londonsairambulance.org.uk/