Educational Video Production for West Midlands Ambulance Service

West Midlands Ambulance Service has undergone a dramatic, behind-the-scenes transformation to respond to an ever-increasing number of emergency 999 calls.

But few people in its 5000 square patch were aware just how radical the changes had been and how their ambulance service has changed.

WMAS chose Mandrill to make an accessible promotional video production to explain what’s changed – and why.


WMAS wanted their video to explain a whole range of changes and improvements to the ambulance service. The challenge was to make its message accessible to the widest audience. Patients, Clinical Commissioning Groups and local authorities would use the final video. WMAS Director of Communications Murray MacGregor opted for an engaging, TV-style documentary. It focused on trusted front-line staff who would show and explain the changes and improvements in their part of the service.

As Murray explained:

When it came to picking someone to produce our corporate film, Mandrill were an obvious choice for us. They’re flexible, dedicated and willing to help in the development of the film as they already had a good understanding of the NHS and the challenges that this brings to such health video production.

We wanted a film that looked like television rather than an archetypal ‘corporate video’ which can look a little jaded. Using experience they have built up over years of producing top quality television programmes, they were able to produce a film that completely met our needs.”


WMAS identified staff from all parts of the Ambulance Service to take part. Interviewees included the chief executive Anthony Marsh; emergency call takers; area managers and frontline community paramedics.

WMAS rapid response car

Filming with West Midlands Ambulance Community based Paramedics

Filming took place across the West Midlands enormous patch – with community first responders in isolated Herefordshire villages to the WMAS mobile incident room in Birmingham’s clubland on a busy Friday night.

Murray said:

The feedback we got from the staff involved was always first class. One commented that before filming he was pretty nervous, but Chris and the team were able to give him the confidence to speak with the passion, credibility and authority that he shows in his job every day.”

WMAS were particular keen that the finished video was accessible to all sections of the 5 million population it serves. Mandrill produced re-voiced editions in Polish, Bengali and Punjabi, as well as a version with a British Sign Language version.

Link to West Midlands Ambulance