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Help the Aged has launched a stark campaign featuring the image of a young child next to a dead, elderly woman as part of a direct marketing campaign targeting more than 600,000 potential donors. The hard-hitting campaign is raising awareness of the urgency of issues facing older people after some 28,700 over-65s died last winter from cold-related illnesses. The image will be used in door-drops, inserts and direct mail and takes the form of a pack, which includes a letter from the director of fundraising of Help the Aged.