To mark the International Day of Older Persons (Wednesday 1st October), actress Sue Holderness teamed up with Independent Age in a new video promoting their free helpline, which supports older people living in financial hardship.
In the video, Sue who is best known for playing the iconic Marlene in the much-loved sitcom Only Fools and Horses, and Judith of The Madame Blanc Mysteries, visits the Independent Age offices to learn more about their services. While there, Sue chats with Thabani, an older person supported by the charity, listens to helpline calls, and meets two helpline advisors Emily and Rachel, to discuss how the charity supports those in later life.
Helpline advisers from the charity conduct welfare benefit checks to ensure older people are receiving all available financial support. On average, callers to the helpline who have a benefit check are missing out on £5,200 per year. In 2024, Independent Age identified £5.7 million in unclaimed support.
In the video, Sue has a conversation with Thabani Sithole, a 75-year-old from South London who contacted the Independent Age helpline during the Covid-19 pandemic.
A helpline advisor identified three financial entitlements – Pension Credit, Attendance Allowance and Council Tax – that Thabani was eligible for and helped with the application process. Receiving these boosted Thabani’s monthly income by over £600 per month.
Actress Sue Holderness said: “Too many older people across the UK are living in poverty, every day is a struggle as they simply do not have enough money to cover the essentials. That’s why Independent Age is such an important charity, they are on the frontline supporting those in later life living in financial hardship.
“Listening to the helpline calls was a harrowing experience. Every day older people are contacting Independent Age, it is often the first time they are reaching out as they feel like they have no other place to turn.
As we get older, I know we can develop a sense of pride that prevents us from asking for help, but if you are worried about your current financial situation, I implore you to phone the Independent Age helpline. They are changing lives for the better, and you will be met with unwavering support, compassion and understanding.”
Independent Age Chief Executive Joanna Elson, CBE said: “As you can see from the video, our advisors have the ability to change the lives of those that call, identifying transformative financial entitlements and guiding people through the often difficult application process.
“We want to show older people with money worries that you are not alone and there is help available that can make a huge difference.”
Independent Age’s free and confidential helpline number is 0800 319 6789. The team can also be reached on helpline@independentage.org
Youtube video link: https://www.youtube.com/watch?v=z_mqM2Ntbcg
