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Midlands Air Ambulance Charity
Exhibition dates: Friday 15th – Tuesday 19th October 2021
Exhibition location (Outdoor): Outside MANGO and M&S Ladieswear on lower level – Merry Hill Shopping Centre, Pedmore Road, Brierley Hill, DY5 1QX
(Image caption: Former patient, Piero Zizzi is taking part in the Mission Critical campaign and exhibition.)
Mission Critical, an exhibition of thought-provoking photography telling the stories of some of Midlands Air Ambulance Charity’s most critically ill and injured former patients, comes to Dudley-based Merry Hill Shopping Centre on Friday 15th October 2021.
The photography exhibition was commissioned by the lifesaving, pre-hospital emergency service to commemorate its 30th anniversary. It uniquely highlights how Midlands Air Ambulance Charity’s clinical and operational skills and expertise has evolved during the past three decades, told in pictures and the words of former patients.
The outdoor exhibition, which officially launched in Birmingham’s Chamberlain Square earlier this year, has also visited Hereford, Lichfield and Worcester. It is now coming to its second West Midlands venue at Merry Hill Shopping Centre as it continues its tour of the six counties that the lifesaving service covers. It features photography of and case studies from 17 of Midlands Air Ambulance Charity’s former patients, including those treated on-board one of the charity’s three helicopters and those attended by the charity’s critical care cars, one of which covers Birmingham and the Black Country – home to Merry Hill.
The stunning visuals were captured in black and white by renowned fashion and lifestyle photographer, Nik Hartley, whose list of prestigious clients include British Vogue, Karl Lagerfeld and Tommy Hilfiger, amongst others. Nik was keen to support the pre-hospital emergency service after learning it does not receive any Government or NHS funding for its lifesaving daily missions.
Mission Critical is partnered by Safeguard Medical, The Wesleyan and Irwin Mitchell LLP and supported by DRP Group.
Emma Gray, chief operating officer for Midlands Air Ambulance Charity talked of the event: “For our 30th anniversary, we wanted to showcase our service in a different way, and we are delighted with the photography captured by the talented Nik Hartley, it’s stunning and powerful. This exhibition will help us commemorate 30 years of lifesaving service, whilst celebrating the courage and bravery of former patients, who have been treated by our specialist crew, by telling their survival stories.
“We hope that this activity will put a spotlight on our lifesaving service, for which demand is set to increase, in line with the region’s growing population base. Additionally, the type and nature of missions are becoming increasingly complex, meaning our pre-hospital emergency care service is needed more than ever.
“We would like to thank all of our former patients who have kindly taken part in this project and thank our event partners for enabling us to bring this exhibition to life.”
Stephen Roberts, director of Global Marketing Operations for Safeguard Medical, a supplier of enhanced emergency medical products, equipment and training, said: “We are honoured to be a dedicated partner of Midlands Air Ambulance Charity and a sponsor of their inspirational and reflective 30th anniversary Mission Critical campaign exhibit.”
Jessica Wilkes-Ball, Social Responsibility lead for Wesleyan Assurance Society added: “Everyone at Wesleyan is excited to be a part of this fantastic initiative. As a partner of Mission Critical we are committed to supporting our community and understand the importance of this campaign. That’s why we have made it an integral part of our 180th anniversary celebrations this year.”
Louise Binks, solicitor for Irwin Mitchell LLP also commented: “We are incredibly proud to be supporting Midlands Air Ambulance Charity in their 30th anniversary exhibition. The theme of this exhibition and the amazing patient stories are replicated every day in the work that we do with our seriously injured clients, many of whom have benefitted from the incredible lifesaving treatment that the charity provides.
“We are really looking forward to meeting up with our clients, past and present, to view the exhibition and celebrate the success of such a wonderful service.”
To discover more about the Mission Critical campaign, visit the campaign website.
To find out more about the life saving work of the Midlands Air Ambulance Charity, visit the charity website and follow the charity on social media.
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