The British Gas Help the Aged Partnership has launched a winter campaign to help older people beat the growing threat of fuel poverty.

The 2008 campaign, which will run until March, comes as fuel poverty levels are predicted to reach an all-time high affecting one in four households of older people - up to 3 million people. Figures suggest that a harsh winter could mean around 28,000 pensioners will die from cold in the UK.

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GMTV is giving the campaign a three-day boost, featuring tips on food and exercise from Dr Hilary Jones, and a focus on how to claim benefits, followed by a live web chat with a benefits advisor.

The aim of the campaign is to help older people maximise their incomes by encouraging them to claim their full benefit entitlement and reduce their bills through energy efficiency.

Yasmin Pethania, from British Gas Corporate Responsibility, said: "Our previous winter campaigns have gone a long way towards helping older people beat the cold. We are determined to help where we can this year with a focus on empowering older people."

(CD/JM)