The head of marketing and communications at Midlands Air Ambulance Charity, Helen Mason, leads the team responsible for raising awareness – and vital funds – for the helicopter heroes. She also has a ‘mysterious’ world record ambition to fulfill… 

BEEN THERE, DONE THAT

I have always had a passion for marketing and communications and latterly behavioural economics – looking at what motivates us in our decision making. In my teens I was privileged to be offered work experience at Headline Communications on Newhall Street where I developed a love for PR. I went on to work at Golley Slater PR for nine years before joining Midlands Air Ambulance Charity, heading up the marketing and communications team within a cause I deeply care about.

IT’S WHAT I DO

While my fellow charity team members and I are not advanced clinicians on-board our helicopters, our roles still help to give patients in critical need the best chance of life and a good recovery. My team and I are responsible for raising awareness of our cause and to help raise vital funds as our emergency pre-hospital service does not receive Government funding for our daily missions, it is purely through charitable donations. The interactions I have with our former patients, supporters and volunteers is both humbling and rewarding. Their bravery, selflessness and generosity give me a great sense of pride and in turn motivates me to build further awareness of and engagement with our service, to ultimately help keep those helicopter blades turning.

WHAT I’D LIKE TO SEE

I have a number of career goals still to achieve. Creating an award-winning world record is definitely still top of the list – watch this space!

BIGGEST SUCCESS

I do appreciate little everyday wins, but my biggest achievement professionally was leading the team at Midlands Air Ambulance Charity to win the Communications Team of the Year at the national Third Sector Awards in 2021. During Covid, our We Can’t Work From Home campaign highlighted our crews were still responding to call-outs and that we needed the public’s support to continue to operate. It was a moment in time I will always be exceptionally proud of.

BIGGEST LESSON LEARNED

Never ever take credit for someone else’s idea, effort or chance to shine. This is my number one leadership rule. By recognising others’ achievements, you earn the respect of your team and your wider network.

WHAT I LIKE ABOUT BRUM

I have a confession! I have never moved out of a Birmingham postcode and I’m proud of it! Birmingham is my home in every sense, you can find tranquil space, cool new places to eat and drink, and even find a blast from the past – DJ Fitchy at the Stoodi Bakers reunion last summer was incredible!

DOWNTIME

Without a doubt, my second home is the Edgbaston Priory Club. As a life-long member, I get a real sense of belonging there – whether it’s a kick ass class, picking up a racket or simply meeting with great friends.

ANYTHING ELSE TO ADD?

Midlands Air Ambulance Charity’s High Flyers initiative allows you to add your name, or a loved one’s to the iconic chevrons on the air ambulance helicopter: highflyers.midlandsairambulance.com