The North West Air Ambulance is hoping to knock the frog off its lily-pad with its own funky mobile phone ringtone, video clips and wallpaper photos.

This revolutionary method of raising funds puts the NWAA at the forefront of registered charities as it becomes the first to embrace mobile technology. The sound of the blades rotating, an emergency siren and Morse Code SOS is available in realtone or polyphonic whilst the video clip and photos will heighten awareness of the recognisable yellow rescue helicopter.

With a flat charge and one off payment of £1.50 for either the ringtone, video clip or photo, there are no hidden charges and payment does not enter you into a contract or subscription.

Customers simply send a single sms text message saying; "GO AMBULANCE" to 87121, which opens a full browser giving further instructions. The service automatically detects the capabilities and features of the mobile phone in use, delivering correct and useable content.

Moyst Ltd, the Manchester-based mobile entertainment specialist, has offered this charitable direct-to-mobile phone service free of charge to the region's only medical air emergency service.

Lynda Brislin, charity chief executive for the North West Air Ambulance said; "As far as we are aware we are the first charity in the country to launch our own mobile phone tune, video clips and photos which we hope will be a massive hit. If a frog can get to number one in the charts then there's no reason why our helicopter can't!"

Andrew Reeves, Director of Moyst said; "I regularly fly from Blackpool Airport, where I admire the NWAA aircraft, service and crew greatly and wished to offer corporate assistance in fundraising. The service is invaluable and I feel very strongly that everyone should support this very worthy cause in whatever way they can.

"We have thoroughly enjoyed putting this package together and hope it will be a massive fundraising success."

63% of the £1.50 will go direct to the North West Air Ambulance with the remaining 37% going to the mobile phone network provider. Bango, the company that provides the billing service has agreed to absorb its charges in order for the NWAA to capitalise on the donations.

To donate to the NWAA call the free donation hotline on 0800 587 4570.