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Press release: 13/02/2008

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Leading mutual insurer LV= has announced a new partnership with one of Cilla Black's chosen charities. Cilla stars in a TV advertising campaign for LV= promoting the '50 Plus Plan' life insurance.

LV= will donate £1 to the charity WRVS for every new 50 Plus Plan taken out during 2008. The funds raised will be used to support the range of services provided by WRVS' 56,000 volunteers, helping elderly people who might otherwise feel lonely or isolated.

Cilla Black said: "I am delighted that LV= is helping one of my favourite charities. This generous pledge will make a real difference by alleviating loneliness and helping older people to get out and about. As a mutual insurance provider LV= really cares about its customers and the community, and this shows through with this fantastic collaboration with WRVS."

Lynne Berry, Chief Executive of WRVS said: "We are delighted that LV= and Cilla Black are giving their support to WRVS. Our volunteers provide vital services to thousands of older people every day. The money raised through this fantastic scheme will allow us to help even more elderly people stay independent at home and active in their community."

Heidi Welch, Direct Distribution Director at LV= commented: "Our TV advertising campaign and relationship with Cilla has been very well received and it is a great privilege to be able to strengthen our partnership by supporting WRVS. We are looking forward to helping to make a real difference to the everyday lives of older people."

LV= launched the 50 Plus Plan in October 2004. It is a life insurance policy aimed at 50 to 80-year-olds and provides guaranteed cover without the need to answer any health questions, with a cash lump sum payable on death. Cilla Black first became the face of the LV= 50 Plus Plan TV advertising campaign in June 2007.