Thora Hird fronts BMP’s pensions initiative

Britain’s biggest benefits take-up campaign targeting pensioners launches next week with a television campaign by BMP DDB starring Dame Thora Hird.

Britain’s biggest benefits take-up campaign targeting pensioners

launches next week with a television campaign by BMP DDB starring Dame

Thora Hird.



Dame Thora, who won a Bafta for best actress in the TV drama Lost For

Words, will head the drive, which aims to alert the many pensioners who

are not claiming their full entitlement.



The ads are all set in a friendly local cafe where pensioners are

chatting over tea and cake. The first execution, ’the letter arriving’,

has Dame Thora urging pensioners to ’look out for a letter’.



A second, ’it’s easy to apply’, gives details on how to apply. In the

final commercial, ’don’t sit on it’, Dame Thora tells those pensioners

who have completed the claim form to sign it and return it

immediately.



Additional executions feature Peter Sallis, of Last of the Summer Wine

fame, to appeal to both men and women, and a Welsh-speaking version

fronted by the former Liver Birds actress Nerys Hughes. Carers and

advisers of the elderly will also be targeted with specific press

ads.



Ted Heath and Paul Angus wrote and art directed the campaign. Philippa

Lowthorpe directed the ads through Zag Zig. Media has been planned by

OMD UK and bought by MediaVest.



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