VULNERABLE elderly residents will die this winter if they do not swallow their pride and seek the financial help they deserve.

The stark warning comes from worried Age Concern workers after the Office of National Statistics revealed that 2,200 people aged over 65 in the West Midlands died last winter from cold-related illnesses.

Keith Sherman, a Worcestershire Age Concern spokesman, urged the elderly to seek Government benefits that pay towards bills and the installation of central heating.

"The truth is though that there will still be older people who are too proud to ask and will not accept the financial help available to them," said Mr Sherman.

"This help is not charity, but their right, because of all the money they have paid into the system during their working life.

"I'm afraid to say that it's an inevitability that some elderly people will become ill and die this winter because they will not accept the help out there."

Carole Pugh, a Worcestershire Social Services spokeswoman, said a lot of hard work was being done.

"We are working with a number of partners to ensure the safety and well-being of our older residents in Worcestershire," she said.

"We have social workers based in doctor's surgeries who will promote and manage flu immunisation ensuring all those aged over 65 are offered the vaccine.

"A stock of emergency mobile gas fires, energy light bulbs and water bottles are available on loan. Our home care assistants visit the elderly and make checks and monitor their well-being and safety."

Meals on wheels are available, as well as day services for older people to attend and obtain a good meal, hot drink and some company.

The Lydia Project also provides clothing or blankets. Social workers help older people ensure they are receiving all the financial assistance that they can.

"We will check that they are claiming all the benefits to which they are entitled - some people do not know they are entitled to some allowances," said Ms Pugh.

These include the Pensions Agency's Winter Fuel Payments - help with the costs of keeping warm - and the Warm Front project, which is a Government initiative that sees homes insulated.

In Wychavon, the Red Cross provides volunteers to sit with older people who are poorly with the flu or a cold but don't need to be hospitalised, and will do their shopping or collect their prescriptions.