Midlands Air Ambulance launches Wear It Red campaign Feb 9–15, 2026, to raise £16M for emergency services.

The Midlands Air Ambulance Charity is launching its annual Wear It Red campaign from February 9–15, 2026, inviting the public to wear red and fundraise to support its lifesaving emergency services. The charity, which receives no government funding and relies on donations, needs £16 million annually to sustain about 4,300 missions each year across the Midlands. Sponsored by M6toll for the second year, the campaign encourages individuals, schools, and businesses to host events like bake sales or paint-it-red activities. Registered participants receive a digital resource pack and a message from aircrew. All funds raised go directly toward maintaining the charity’s vital operations.