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From Bouncer to Roly, the death of a loved TV pet can hit the nation hard. Wellard¹s impending departure from Eastenders is set to be no exception.

With the canine star set to pass away this Friday, pet insurance firm MORE TH>N is expecting the emotion's of the nation¹s bereaved pet owners to TH>be ignited, and is preparing for record call numbers to its pet bereavement line this weekend.

The MORE TH>N Pet Insurance bereavement line is designed to be called by policy holders that have lost a loved family pet, but we traditionally see an increase in inbound calls when much-loved TV animals pass on. People find it easier to talk about the loss of their own pets, when they see their own situation mirrored on-screen. said Mel Everest, head of pet insurance at MORE TH>N.

Much in the same way as they do with their favourite soap characters, people can build strong attachments to animals that they see on screen on a regular basis. For example when Bouncer left Neighbours and when Roly from Eastenders died. We are expecting a similar reaction when Wellard leaves our screens.

MORE TH>N's fully trained bereavement counsellors are on hand to help our pet insurance policy holders deal with their tragic losses 365 days of the year.

For more information please call 0800 300 889 or visit www.morethan.com/pet .

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For further press information:

Nick Dear
MORE TH>N External Communications
T: 020 7337 5602
E: nick.dear@uk.rsagroup.com

Carmel McCarthy
MORE TH>N External Communications
T: 020 7337 5405
E: carmel.mccarthy@uk.rsagroup.com

Notes to editors:

MORE TH>N¹s serious illness and bereavement counselling line is available as part of MORE TH>N pet insurance. The counselling advice line is available to the policyholder and members of their direct family. All the counsellors are members of the British Association of Counselling and Psychotherapy.

Wellard has been played by three different dogs in total, most recently Kyte, before that her mother Chancer, and originally her grandmother Zenna.

Additionally, a "doggy double" was used in replacement for Wellard in 1996, when Zenna was given time off to have a litter of puppies.

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