Midlands Air Ambulance Charity is encouraging supporters across Herefordshire to help save lives by taking part in its annual Wear it Red campaign throughout February 2027.

For 2027, the campaign will be expanded into a month-long celebration, giving schools, businesses, community groups and individuals even more opportunities to show their support for the vital pre-hospital emergency service the charity has provided for 35 years.

Supporters are invited to organise any red themed fundraiser, from dressing head‑to‑toe in red, hosting “bake it red” cake sales or getting creative with “paint it red” activities. With a whole month to take part, there’s no limit to how imaginative fundraisers can be.

Registration is now open for those who are looking to take part and start planning their activities. Everyone who registers will receive a free digital resource pack, filled with fundraising ideas, downloadable materials, and a special message from the charity’s aircrew.

Kate Bristow, Herefordshire fundraising executive at Midlands Air Ambulance Charity, said: “Wear it Red is one of my favourite campaigns because it shows the heart of our Herefordshire community. Every bake sale, every dress down day, every creative idea helps us reach someone in their moment of greatest need. We receive no Government funding, so the kindness shown during this campaign genuinely keeps our service operational.”

Midlands Air Ambulance Charity has responded to more than 80,000 missions since 1991, providing advanced pre‑hospital emergency care across the Midlands. All funds raised during Wear it Red directly support the charity’s work.

To register your interest and receive a free digital Wear It Red Resource Pack to get started, visit midlandsairambulance.com/WIR

Midlands Air Ambulance Charity is one of the longest established, largest and busiest air ambulance operators in the UK serving the communities of Gloucestershire, Herefordshire, Shropshire, Staffordshire, West Midlands, and Worcestershire, representing a population in excess of seven million.