The air ambulance is already a familiar sight in the skies above Oxfordshire, but the National Association of Air Ambulance Services (NAAAS) has launched a campaign to increase people's appreciation of what it does, writes Emma Henry.

NAAAS chief executive Nigel Webb said: "Air ambulances are a vital part of emergency medical services, providing a rapid response and swift transfer from incident to hospital, free of traffic congestion.

"We are raising awareness of what air ambulances do and what to expect if an air ambulance is called out to an accident."

Mr Webb said the air ambulance is most usually sent to locations that would be difficult for a land ambulance to reach, such as rural areas, golf courses and busy motorways.

He added: "People are used to seeing media images of the air ambulance bringing the motorway to a standstill. In reality, an accident can cause a lot of debris that the helicopter would disturb. It might be necessary for the helicopter to land some distance from the accident, to ensure both the safety of the aircraft and people in the vicinity. NAAAS's work is supported by the AA, and Cathy Billett, from the AA, said: "Forty-five per cent of air ambulance call-outs are to road traffic accidents, which is why the AA is supporting this vital service. I would urge people to assist their local air ambulance in whatever way they can."

All of the 15 air ambulances in England and Wales depend on charitable donations to carry out their vital work. The air ambulance in Oxfordshire also covers Berkshire, Buckinghamshire and Northamptonshire. It costs 800,000 a year to run.

For more information on air ambulances and how to contact the local air ambulance charity, call NAAAS on 0800 3899899.