Fundraisers are being urged to fill milk bottles with their spare change to help the Derbyshire, Leicestershire and Rutland Air Ambulance (DLRAA).
The Bottle Bank campaign, which is an annual initiative, raised £30,000 for the charity last year but organisers are aiming to raise a further £10,000 this year.
DLRAA, which has made more than 7,000 missions since it was founded in 2008, is running the campaign throughout October - it receives no government funding and has to raise £1,700 to pay for each emergency flight.
Katie Lockton, a fundraising co-ordinator for the charity, said: “Our Bottle Bank campaign is a great opportunity for schools and businesses to come together and help us carry on saving lives.
“Not only does fundraising like this bring people together, it also helps the service continue to fly and possibly help save the life of somebody within their local community – just like it did with my sister, Emma.
“We are asking everyone to rinse out an empty milk bottle and fill it up with cash. From coffee mornings to non-uniform days, the possibilities to fill yours up are endless.”