Actress Holderness, known for her role as Marlene in a sitcom, has partnered with the charity Independent Age to raise awareness of its free helpline supporting older people facing financial hardship. She urges older individuals on low incomes to seek help from the helpline advisers, who provide information on available financial support. Holderness highlights the widespread poverty among older people in the UK and emphasizes the charity’s vital role in offering compassionate assistance.

Independent Age reports that in 2024, approximately £5.7 million in support remains unclaimed, with callers missing out on an average of £5,200 annually. The helpline offers confidential, practical help to those struggling financially, aiming to ensure older people receive the support they are entitled to. Joanna Elson, the charity’s chief executive, stresses the urgent need to address the harsh realities faced by two million older people living in poverty and encourages those in need to reach out for help.