Cold-hearted fundraising? Not at all
Howard Lake | 18 November 1998 | News
Help the Aged’s Heating or Eating appeal for £1 million received considerable media coverage for its stark posters portraying rows of older people’s bodies lying in a morgue. Unveiled on Monday 2 November, the poster caption reads “Thousands of elderly people will stop feeling the cold this winter”.
The campaign was criticised by some for being too hard-hitting, but Help the Aged felt it necessary to highlight the fact that more than twenty thousand older people will die from the cold this winter. Director General of Help the Aged, Michael Lake, said “The disturbing truth is that thousands of vulnerable older people will die as a result of the cold this winter. It is an overwhelming tragedy and I want this shocking image to bring home the reality of these facts. One unnecessary death is one too many.”
Photo copyright Help the Aged 1998.
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About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.