The "Winter Deaths" campaign, which is the first to be launched under the charity's new branding, is targeting more than 600,000 prospective UK donors.
The work comprises direct mail, door-drops and inserts, and uses powerful imagery and forceful language, which Help the Aged tested over the summer.
The mailer includes a letter from the charity's director of fundraising, asking for "urgent action" from donors by way of a one-off 拢12 contribution. It also includes the charity's new "We Will" manifesto, which outlines Help the Aged's objectives.
Other elements of the "Winter Deaths" campaign include research on the impact of poor housing conditions on old people.
Also, in conjunction with British Gas, the charity has produced more than 100,000 copies of "The cold can kill" packs. These are being distributed through voluntary services organisation WRVS and Strategic Health Authorities. It includes advice on keeping out the cold and a thermometer.
Steve Jones, Help the Aged director of communications, said: "The image is powerful, disturbing even, but feedback we have had from older people supports our strategy of using hard-hitting imagery to highlight hard, uncomfortable truths."
According to government statistics, 28,700 people over the age of 65 died last winter from cold-related illnesses including bronchitis and pneumonia.
"The real outrage is that this is happening today in 21st century Britain and we have one of the highest winter death rates in Europe," Jones added.
"Nearly one in 10 older people sacrifice food to pay fuel bills. This is unacceptable and therefore we are calling on government to take urgent action to end the scandal of winter deaths."
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