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