On October 6th, the V12 Footwear Marketing Team visited Wiltshire and Bath Air Ambulance Airbase to meet Critical Care Doctor and Medical Lead, Dr. Maria Smith. Our goal? To capture a real working day with her and some of the other members of this exceptionally dedicated emergency care-giving team, and to learn more from Maria about the positive impact that true women’s fit PPE can have.
We were delighted and very fortunate that Maria agreed to let us film and photograph her to support V12’s Comfort and Protection, No Exceptions campaign. This is our ongoing inclusivity project which aims to shine a light on the critical need for properly designed PPE for women. Unisex workwear? Scaled-down men’s boots? We think women deserve better.
It's a clear, crisp sunny day at the air base in Semington village, and after we meet Maria, we are orientated by Safety and Ground Operations Manager Richard, who not only gives us a warm welcome, but mercifully, warm caffeinated drinks.
Our team camps out in the central room and guiltily take over the entire space with Paul and Caileigh’s camera gear and Content Creator Matthew’s array of gluten-free snacks. As we sip coffee, charge batteries and peruse shoot plan notes, we all agree how impressive, on so many levels, this airbase is. The spaces are open and light, the facilities in fantastic condition, the staff are welcoming, and the pride and passion of what this organisation do is evident everywhere - in the striking photography adorning the walls, and in the way the people we meet to describe their work.
Emblazoned high on the wall of this central room is the phrase “Work for a cause, not for applause.” And this tenet of modest service rings true everywhere - the values of duty and service to the patient permeate the whole building.
Take-ofF
We are very fortunate to be given some time to look at and learn about Wiltshire and Bath Air Ambulance's aircraft, as it is that morning being whisked away to London for its annual service. Before pilot Matt has completed the pre-flight safety checks, we are given a golden hour of access to film and photograph the aircraft.
The helicopter is a seriously impressive machine, and fully de-kitted and gleaming in the sunlight, it belies the acutely demanding and often traumatic events it carries its crew to.
As Paul and Caileigh begin photographing Maria in her flight suit across the site, Matthew gets time with Adam Baker, the team’s extremely knowledgeable Deputy Director of Communications and Supporter Engagement. He is very patient with our many questions about the inner workings of the organisation, and speaks with huge pride as he tells me how the purpose-built airbase houses both the aircrew and charity team, which has created an efficient and cohesive organisation.
People like Maria Smith don’t have ordinary jobs. Their role, much like the aircraft we see ascending before us, is exceptional.
Seeing the helicopter take off is also a great experience – firstly because it is not enroute to an accident or an emergency this morning, but secondly because it’s such an impactful sensory experience. The whirring engine, the spinning rotor blades, the immense downdraft, and of course the sight of this machine rising into the sky are all reminders that people like Maria Smith don’t have ordinary jobs. Their role, much like the aircraft we see ascending before us, is exceptional.
One gets the overwhelming sense that in the hands of this organisation, the individuals in the Bath and Wiltshire area will if needed, get the very best medical care in the quickest time possible.
It’s a real treat being allowed such open access through the friendly and unexpectedly serene halls and rooms. From the control room, the operations hub and the helipad, right the way to the hanger and the observation lounge, seeing all of the methodical and efficient systems at work is both impressive and reassuring. One gets the overwhelming sense that in the hands of this organisation, the individuals in the Bath and Wiltshire area will if needed, get the very best medical care in the quickest time possible. It’s easy to assume that the high stakes nature of this team’s role would lead to a pressurised, taut and hurried tone – but at this air base, an efficient, organised and positive atmosphere prevails.
Dr. Maria Smith
Maria is the second of V12 Footwear’s True Women’s Fit Heroes, and she is a fantastically patient and accommodating subject – changing in and out of multiple boots, climbing in and out of the aircraft, carrying out various contortions requested by Paul the videographer - plus patiently answering our many questions.
Maria is warm, welcoming and friendly, and we are particularly struck that someone so knowledgeable and one who shoulders so much responsibility (and under immense time pressure) exudes such remarkable calmness and composure.
However, while much of our dialogue is related to the challenges of her work, the numerous skillsets she has to execute, and in general the exceptional nature of Maria's job, we also have an enjoyable time off-camera discussing some very unexceptional things: our dislike of unfocussed inboxes, our mutual love of coffee and our favourite form of cheese on toast.
It’s also great to see V12 boots being worn by Maria and other members of the workforce. We’re proud of our historic link with the Wiltshire and Bath Air Ambulance service – we have been delighted to provide them with their safety footwear for over a decade - an offering we hope will continue.
Q and A
"Women have different physiognomies than men, and so to arrive at the same place – to carry out the job to the highest standard, there need to be adjustments made.” (Dr. Maria Smith)
Later that morning, Maria gives us a fascinating and illuminating interview. She talks about how her passion and inspiration for what she does comes from how critical it is to get to the patient early – the ‘pre-hospital’ phase. And when asked about the importance of comfort, she is keen to point out the role it plays in allowing her and others in the team to focus on the patient, rather than the distractions of ill-fitting gear.
Maria also draws an interesting link between her PPE and the harsh reality of carrying out her critical care-giving. The assumption that many make – including our team - is that the aircraft will neatly deposit the doctor and paramedic next to the patient, but often, they will have to walk a significant distance over less than straightforward terrain to give treatment. It’s at this point we get a sense of just how important the tread of her footwear is for her and the people relying on her care. “We have to walk down steep banks, climb over fences and traverse different surfaces, so the right footwear is really important.”
Maria also illustrates how the comfort of her PPE can impact the efficacy of how her care is given. She points out the importance of equity over equality, and how vital it is for workwear and PPE to reflect the fact “women have different physiognomies than men, and so to arrive at the same place – to carry out the job to the highest standard, there need to be adjustments made.” We couldn't agree more.
And this is where V12 are proud to play a small part in that system, by offering this team safety footwear designed for the foot shape of both men and women, with optimum traction, ladder grips, liquid-dispersion and soles designed for smooth and uneven terrain.
The Safety Spectrum
It was an illuminating and humbling day, and we’re extremely grateful for the staff at the Wiltshire and Bath Air Ambulance for being so accommodating.
It’s always good for a brand who develop a PPE product to truly see it in context, and learn first-hand the role it plays in delivering care and protection. But it was also important to see the role our footwear plays within the larger spectrum of PPE, and indeed where PPE sits on the wider spectrum of ‘safety.’
It all has a part to play - and we’re glad that V12 can, in its True Women’s Fit boots, contribute in a small way to Maria’s delivery of critical care. We really appreciate of the time she spent with us.
You can see Maria's full interview below: 👇
