Help the Aged has hired WWAV Rapp Collins to handle an innovative direct marketing drive to highlight abuse of the elderly.

The agency was awarded the work after a four-way pitch handled by creativebrief. It will create a DVD that uses dramatisations of three real cases, which will be given to new donors at point of contact.

Intended to reduce churn, the DVD highlights different forms of elder abuse, including physical, psychological and financial.

If the campaign is successful, Help the Aged plans to follow it up with a modified DVD targeting warm donors, then discs on other topics.

The charity's incumbent direct agency, Joshua, is not affected by the appointment.