Westpac is asking residents to give money generously to an upcoming rescue helicopter appeal so lives can continue to be saved in the remote and rugged parts of the region.
The bank is focusing this year's Chopper Appeal around the role the helicopters play in rural and remote parts of the country.
There were 286 callouts for the rescue helicopter in the Manawatu-Whanganui region in the last 12 months.
Choppers were called more than 7000 times nationally.
The helicopters made up the difference between life and death for many, Westpac said.