The Sound of Hope
MAKE IT MATTER
Brief
Pyramid Creative partnered with Black Bear to develop a standout winter appeal for Scotland’s Charity Air Ambulance. The campaign needed to inspire donations at a highly competitive time of year and deliver a single idea that could work powerfully across DRTV, DM, print and digital.
Approach
We created The Sound of Hope — a visceral, sensory platform built around one simple truth: for many patients, the first sign that help is coming is the sound of the helicopter.
Through intimate, atmospheric visuals and restrained storytelling, the campaign immerses supporters in that moment, using macro detail, natural sound and human closeness to forge an immediate emotional connection across every channel.
Impact
The campaign has achieved strong early results, with the DRTV film running in prime national TV slots and generating high engagement across social. Both SCAA and Black Bear described the work as one of their boldest appeals to date, giving the charity a distinctive, repeatable creative platform for future campaigns.
