What really makes you choose a product, a book, a belief, an idol, a cause?
This series looks inside the world of the persuaders and examines the methods used to influence you.

"I will not belittle myself to ask for charity in whatever form it comes."
How do you persuade a starving old lady who says that to take up her supplementary pension? Hundreds of thousands of people in our Welfare State, through ignorance, fear, or pride, do not collect the benefits they are entitled to. In such cases the authorities are clearly failing to get their message across.
Cliff Michelmore with a selected audience examines in this programme some of the obstacles that prevent people from claiming their rights and seeing what can be done about it.