LIVES will be lost unless a major sponsor is found for an airborne team of rescuers.

The North West Air Ambulance, which attends life-or-death incidents across the region, will begin the New Year relying solely on public donations and help from volunteers.

The emergency helicopter, based at Blackpool, receives no Government or National Lottery funding towards its £750,000 a year costs.

Chief executive Lynda Brislin says: "Everyone knows the region has an Air Ambulance - the trouble is everyone thinks that it is paid for by the Government and that's not the case.

"Without it, it is certain that lives will be lost. I would urge people to support the charity."

A three-year contract with the AA has ended and the charity is now seeking a major company or organisation to come forward with help.

Since it began operation in 1999, the NWAA has saved hundreds of lives at serious road accidents, farming accidents or fell-walking and climbing incidents in the Lake District.

For further information, visit the website at www.northwestairambulance.com or call 0151-527-2511.