This Christmas, STYLE Birmingham is proudly supporting Midlands Air Ambulance Charity (MAAC), which plays an essential role in delivering critical care and rapid emergency response across the region.
Covering Gloucestershire, Herefordshire, Shropshire, Staffordshire, Worcestershire and the West Midlands, Midlands Air Ambulance Charity responds to some of the most severe emergencies, providing rapid, lifesaving care. From major road collisions to remote rural accidents, its air ambulances carry skilled medical crews to incidents where every second counts.
The charity operates three helicopters from strategically located bases in Cosford, Strensham and Tatenhill. With state-of-the-art equipment on board, they transport critical care paramedics and doctors directly those patients who are most in need.
But the charity’s lifesaving services come at a substantial cost – with £16 million per year needed to maintain operations and provide a consistent, round-the-clock emergency response. Each air mission costs an average of £2,950, while its critical care cars cost around £288 per call-out. Despite its immense impact, Midlands Air Ambulance Charity receives no Government or National Lottery funding, relying solely on the generosity of local people and businesses. Since 1991, it has carried out more than 77,000 missions, making it one of the busiest and most respected essential services in the UK.
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Charlotte Lloyd: “They do fantastic work and help save a lot of lives”
Charlotte Lloyd
In June 2014, Charlotte Lloyd suffered severe injuries when a motorbike ride with her partner turned into her worst nightmare. On a sunny afternoon in Tamworth, a car in front suddenly stopped, causing their bike to lose control. Charlotte was thrown to the ground, and she sustained a broken leg and elbow. Midlands Air Ambulance Charity’s helicopter from Tatenhill arrived on the scene, bringing paramedics who stabilised her before she was transported to Queen Elizabeth Hospital in Birmingham.
“I remember the paramedic introducing himself to me. He and the rest of the aircrew played a vital part on the day as they got me to hospital so quickly,” she recalls. “They worked really well with the land ambulance, explained everything to me and were really comforting and patient. I had never been to hospital before and had to stay for a week, undergoing scans and a session in theatre. Even now I still cannot walk properly or do certain things, and I do find it quite frustrating sometimes.”
However, she was determined to meet the aircrew who helped her when she needed it most and travelled to Tatenhill to show the team her appreciation. “I met up with them because I wanted to thank them for what the aircrew, and all of the emergency services, did for me that day. I had already known that a lot of bikers are airlifted by Midlands Air Ambulance Charity, but I can now say from experience that they do fantastic work and help save a lot of lives.”
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Piero Zizzi: “Huge Respect For The Work They Do”
Piero Zizzi
July 9 1995 turned into every parent’s nightmare – as five-year-old Piero was enjoying a day out with his family when a ride at a local attraction malfunctioned, throwing him from the carriage. He sustained multiple life-threatening injuries, including fractures to his skull, both of his legs and a crushed pelvis. As his mum Helen watched in horror, the air ambulance from Cosford arrived and the critical care team rushed him to Good Hope Hospital before being transferred to Birmingham Children’s Hospital.
Despite his horrific injuries at such a young age, Peiro has since built a successful career in the sports industry and is now director of a marketing and sponsorship agency. He is also the founder and chair of the Proud Baggies (West Bromwich Albion’s LGBTQ+ Supporters’ Group) and was co-founder of Pride House Birmingham for the Birmingham Commonwealth Games in 2022.
“Midlands Air Ambulance Charity saved my life, so I am forever indebted to them. I would not be here if it wasn’t for their speedy response and critical care. I will be forever grateful for everything the staff did for me and my family. I have huge respect for the work they do day in, day out – saving the lives of many. At the time, I was too young to understand what an air ambulance was, but have now donated to the cause many times.”
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Marcus Watkin: “Every Second Counted”
Marcus Watkin
In July 2002, Marcus Watkin’s life changed forever when he was riding towards the back of a group of ten motorcyclists on their way to Wales along the A48. A car veered across from the opposite side of the road and hit Marcus head on in a 120mph combined crash, leaving him with devastating internal injuries. Midlands Air Ambulance Charity airlifted him to the hospital, where emergency surgeries saved his life.
He was in a coma for six weeks and then spent a further 39 weeks at the Midlands Centre for Spinal Injuries in Oswestry. The severity of the crash meant Marcus had to adjust to a new reality of life in a wheelchair, but his resilience has since led him to volunteering for Midlands Air Ambulance Charity, delivering talks to communities where he share his story. “Undoubtedly, Midlands Air Ambulance Charity saved my life. Every second counted in getting me to hospital and into theatre. If I hadn’t been airlifted, I wouldn’t have made it to the hospital alive.”
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Yasmin Jukes: “Grateful For Lifesaving Care”
Yasmin Jukes
In February 2020, aged 17, Yasmin suffered a traumatic brain injury and multiple fractures after fainting and falling down the stairs at her home in Whitchurch. Midlands Air Ambulance Charity’s Helimed03 responded rapidly, stabilising her with critical care and transporting her to Royal Stoke University Hospital, where she underwent surgery. She was put into an induced coma, was on a ventilator for a week and had an intercranial pressure bolt inserted and a craniectomy. She spent almost two weeks in intensive care and a further four weeks on a neurology ward.
“When I was told about the care and treatment I received, I realised how important the air ambulance response was. They play a vital role in stabilising patients and getting them to hospital within good time. I have made a remarkable recovery considering the injuries I sustained and will always be incredibly grateful for the lifesaving care I received.”
Browse our curated gift guide and support lifesaving missions with your purchase HERE.
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How You Can Help This Christmas
Shop for a cause this Christmas! Every purchase from Midlands Air Ambulance Charity supports lifesaving missions.
This Christmas, join us in making a meaningful difference by shopping a range of Midlands Air Ambulance Charity gifts. You can shop online or visit its nine high street shops, with proceeds directly supporting the charity. Every purchase helps fund essential missions, providing the charity with the resources it needs to save lives and bring comfort to those in their darkest moments.
Shop a variety of products including homeware, clothing, stationery, cards, and toys – all supporting a great cause.
By choosing a gift that gives back, your support means these lifesaving heroes can continue their work, bringing pre-hospital emergency care to those who need it most.
