New LTC film tugs at the heartstrings

An emotionally-charged short film commissioned by the Licensed Trade Charity (LTC) is set to get its public premiere this week as part of a fresh bid for funds.

The film, which will be shown to guests at the Association of Licensed Multiple Retailers (ALMR) Annual Lunch next week, features four current and ex pub workers who have been helped by the charity.

The moving film, seen by The Publican​, features portrait shots of men and women, set against exclusively composed music.

Among the people featured are 83-year-old Sheila Churchyard, who was a licensee for 50 years, and is now struggling financially, but has been helped by the charity.

Annette King, the LTC's newly-appointed chairman, said: "Nobody thinks licensees have problems. People have this perception that all the money that goes in the till goes to the licensee.

"But we help everybody, from people with cancer to those with a disability who work in the trade."

The film is part of a push by the LTC to attract more corporate donors and present the charity as a more professional organisation.

King, who runs a private members club in Mansfield, said the charity was still one of the trade's "best kept secrets".

But she is planning to boost its profile by doing a roadshow, driving around in her Renault Scenic, which is being sponsored by Greene King IPA while she is in office - and writing a regular blog.

And she also hopes current licensees can do their bit. "I know licensees are busy people but if they are able to raise some money for us once in a while, that would be fantastic."

For more information on the support the Licensed Trade Charity offers visit www.supportandcare.org ​