The Snowman, created by Raymond Briggs for the Christmas cartoon of the same name, is going to be put on badges to help raise £100,000 to fund vital services for older people during the cold weather.
The badges will be available to retailers across the UK from September and will cost £1.
Melanie Beardon, marketing officer for Age Concern, said: "The badges will be supported by an integrated marketing campaign by Age Concern's PR and marketing division. It will include advertising and fundraising events to get the message to older people to take extra care of themselves at winter."
Age Concern's director general, Gordon Lishman, said: "The Snowman is such a well loved children's character and we think that it is apt he is lending his services to Fight the Freeze. We are delighted to welcome him in from the cold to warm up older people's winters."
Keith Pashley, marketing manager at Copyrights UK, who represent The Snowman, said: 'We are very pleased that The Snowman will support Age Concern's Fight the Freeze campaign and we are sure that the appeal of The Snowman will help Age Concern to raise even more funds for this very important cause.'
Plunging temperatures account for more than 20,000 deaths among older people in the UK. Money raised from the campaign will be ploughed into benefits advice, befriending services, lunches, social clubs and emergency heater loans.
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This article was first published on brandrepublic.com