IN every crime there is a victim, but there is something particularly heartless about deliberately targeting the most vulnerable members of society.

The launch in Ledbury of a new campaign against con men who trick their way into the homes of the elderly by preying on their trust, is to be wholly welcome.

It is a sad point that the launch was in Ledbury because its elderly residents have suffered more than most.

The investigation of such crimes must be extremely depressing for police officers, that sinking feeling as the same old patter claims yet another victim.

The mindset of such con men is beyond the understanding of most of us.

However, such callousness can only be matched by the vigilance of the community and, sadly, we must encourage our senior citizens to become more cynical in their view of the world.

The 'water board' trick is perhaps the most common, with its potential for luring victims to one part of the house and allowing for a search for valuables.

There are many derivations but all of them will come to nothing if our senior citizens are encouraged to check the credentials of callers.

The public utilities are to be commended for their efforts to properly identify staff, and for their willingness to have their staff challenged on the doorstep.

Despite all these efforts, over many years, the crime continues to be a blight on the lives of people who deserve better.

So, if this latest campaign succeeds in saving one pensioner from the trauma of this nasty form of burglary, then it is worth the doing.