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Some other air ambulance services, including the Dorset and Somerset Air Ambulance, say the rebrand has created confusion.
BBC: Air Ambulance Service: Unease over new charity service
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However opponents, including the Dorset and Somerset Air Ambulance service, say the rebrand is causing confusion among people making donations.
BBC: Andy Williamson
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Bill Sivewright, chief executive of the Dorset and Somerset Air Ambulance, said the confusion over the Air Ambulance Service lies with whether it provides a national or a more local service.
BBC: Andy Williamson