The Cornwall Air Ambulance Trust has launched a new way to donate, by text message, as the charity’s emergency helicopter faces its busiest period of the year.

The charity has issued an urgent appeal for donations, having recorded a 10 per cent increase in the demand for its services so far this year.

Supporters can now help keep the helicopter flying by texting the word MISSION to 70007. Texts cost £3 plus standard network charge, with at least £2.81 from each message going directly to Cornwall Air Ambulance Trust depending on the network provider.

Chief executive of the trust Paula Martin said: “Summer is our busiest time of year, during which it’s not unusual for the helicopter and crew to be tasked with five missions back-to-back each day.

“This is means it’s more crucial than ever that people support the air ambulance.

“We believe introducing text donations is a really accessible way to make a positive impact and help save the life of a holiday maker or Cornish resident this year.”

It costs more than £1.5 million each year to run Cornwall Air Ambulance through fuel costs, crew, energy and maintaining equipment.

The service is crucial in reducing time of travel from the scene of an accident to hospital – often these critical minutes saved make the difference between life and death.

From its base at Newquay Cornwall Airport, the helicopter can reach any part of the county within 20 minutes and the Isles of Scilly within 28 minutes. On average, the air ambulance arrives on scene within 12 minutes of a 999 call.