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Pension Credit

Answer

To raise awareness of Pension Credit and increase take-up, the Department launched a nationwide marketing and communications campaign in April 2022.

Nationally, the campaign has included advertising on TV, broadcast radio and in newspapers; in medical centre and Post Office screens; as well as advertising on buses and digital street displays. Online marketing activity has also included social media, internet search engines and sponsored advertising on targeted websites that pensioners, their friends and family are likely to visit.

We have also been promoting Pension Credit at a local level in regional newspapers (including Liverpool Echo, Blackpool Gazette, Bolton News, Lancashire Evening Post, Manchester Evening News); and on local radio (stations such as Capital radio in Lancashire, Liverpool, Manchester and Greatest Hits Radio in Blackpool and Bolton).

There is a strong indication that the campaign has had a positive impact and has resulted in an unprecedented number of Pension Credit applications.

The Department is building on this success through a range of creative no-cost media campaigns to boost awareness of the benefit. We are also engaging with stakeholders, including other Government Departments, Councils, and charities, in order to harness their help and support to raise awareness through their networks and channels. For example, we will be holding a Pension Credit Week of Action commencing on 10 June. As in previous years, this will be an opportunity to collaborate with all our partners to maximise awareness of Pension Credit and to encourage eligible pensioners to make a claim.

Secondary information

Type

Written question

Reference

25171

Session

2023-24

Subjects

Pension credit Take-up

Link

View this Written question on www.parliament.uk