Unc - happen to have some of this bumpf in front of me. Call the War Pensions Agency (even tho' it's nothing to do with wars) in Blackpool on 0800 169 22 77 (or if outside the UK +44 1253 866043) and get them to send you a claim form.
Then join the Royal British Legion to help you argue the case if the WPA turn you down or leave you unsatisfied.