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Midlands Air Ambulance Charity
Midlands Air Ambulance Charity is celebrating the success of its annual Wear It Red campaign, which saw schools, businesses, community groups and supporters across the Midlands come together in a sea of red to raise vital funds for the lifesaving service.
Held from 9th to 15th February 2026, this year’s campaign encouraged people across the charity’s six-county region to don their brightest red outfits and make a donation in support of the organisation’s pre-hospital emergency service. In total, Wear It Red 2026 raised more than £18,900, helping to fund future air ambulance and critical care car missions across the Midlands.
Schools, local businesses, community groups, all signed up to support the campaign. Participants embraced the fundraiser in a variety of creative ways, from dress-down days and bake sales to themed competitions and red-inspired displays.
The charity’s shops across the six counties also joined in, creating eye-catching red themed window displays and encouraging supporters to purchase red items, helping to boost fundraising totals even further.
Among the campaign’s supporters was official sponsor M6toll, which once again backed Wear It Red by encouraging staff to get involved and hosting a red-themed bake sale.
Kay Starkey, fundraising executive at Midlands Air Ambulance Charity, said: “Wear It Red continues to be such a fantastic way for our local communities, schools and businesses to come together and show their support for Midlands Air Ambulance Charity. Every pound raised through the campaign helps us continue to provide advanced pre-hospital emergency care to those who need us most. We’re incredibly grateful to everyone who took part, got creative and helped make this year’s campaign such a success.”
Jo Seabright, customer experience and marketing & communications director at M6toll, said: “ At M6toll, we’re passionate about supporting our local community and Wear It Red is a fantastic example of how businesses and individuals can unite behind a shared cause. We’re delighted to have played a part in this year’s campaign and to support the charity in continuing its vital service across the Midlands.”