With a growing increase in road accidents along the dangerous A49 and similar blackspots, the reliance on the County Air Ambulance service is more demanding than ever. Whatever the emergency, this vital aircraft is crewed within minutes and it's chocks away.

Since it was launched, this important, active charity has saved many lives across the West Midlands, including Shropshire, Herefordshire and Worcestershire. JEN GREEN counts the cost of keeping the vital service in the air and how people play their part.

IT was in 1991 that the West Midlands first saw its first helicopter emergency medical service take to the skies.

Since then the County Air Ambulance, run by a trust, has extended coverage on a step-by-step basis and now three helicopters serve a population of six million for seven days a week in daylight hours.

Prompt arrival, expert paramedic skills top equipment and rapid transfer means shorter stays in hospital and enhanced recovery for hundreds of emergency patients.

"The summer months and weekends seem to be the busiest periods for us and I think it has a lot to do with people out and about doing more to enjoy a wider range of activities which can, unfortunately, account for a unexpected incidents," explained Paul Weir, fund-raising manager for the County Air Ambulance.

With bases at RAF Cosford near Wolverhampton, the Take a Break M5 Motorway Service Area, Strensham, and East Midlands Airport, for each helicopter, highly trained ex-military pilots are used to fly the fully equipped aircraft.

The paramedics come from land based services across the region and, after aviation, navigation and extra paramedic training, they are usually tied in for a two-year spell of duty.

"The entire ethos of the air ambulance is to get the casualty to a specialist unit within the Golden Hour - the most important time for the patient," said Mr Weir.

"If we can achieve this a 40% increase in survival and less time in intensive care can be expected.

"These pilots and paramedics really are the lifeblood of the service and without them, we wouldn't survive."

It is generally agreed that a relaxed approach coupled with a sense of humour is the best way for pilots and paramedics to get through day-to-day duties.

"When you get called out you have to switch off, do it and then think about it when you get back," explains pilot Richard Williams. "Every job we do is a unique challenge and some days we need a touch of humour to get us through." The adrenalin starts to flow the moment the call comes in.

The duty pilot checks safety and paramedics the kit; the crew are strapped in, the blades begin to turn and is up and away to another emergency.

The air ambulance covers 8,000 square miles across 11 counties and, since 1991, the charity has responded to more than 17,500 incidents. It costs £16 per minute to operate, needs almost £2.5 million a year to keep the three bases airborne.

Government or lottery funding is not available - it is down to the generosity of the people across the Midlands to keep this vital service going.

A Golden Hour Appeal has been set up to encourage more people to get involved with fund-raising and promotional material for events includes Golden Disc Awards as a tangible way of acknowledging public generosity for the cause.

Mr Weir pleads: "There is no price to be put on the work we do and the part we play in saving life.

"We rely totally on public support from fund-raising, events or collection tins and I urge people to do all they can to keep this county lifeline alive."

People who are keen to support the work of the Country Air Ambulance crews and help raise funds can contact the charity's headquarters by writing to PO Box 999 Green Lane, Walsall WS2 7WX, or telephoning 01992 618058.