To ask the Secretary of State for Work and Pensions, how much the Government has spent on promoting the uptake of pension credit in each year of the last three years.
3 March 2021
DWP continues to use available channels to promote Pension Credit and reach potential recipients, and their family and friends. This includes using proactive press activity and planned social media posts to encourage older people to check if they are eligible by visiting the gov.uk website or calling the Freephone claim line 0800 99 1234.
The Department is currently sending letters to over 11 million pensioners in Great Britain informing them about the increase in their State Pension from April. In order to better promote Pension Credit and encourage eligible pensioners to make a claim, the accompanying leaflet includes specific information about Pension Credit, highlighting that an award of Pension Credit can mean being eligible for other benefits such as Housing Benefit or a free over-75 TV licence.
As part of an internal review of communication products, we have also identified improvements in our Pension Credit messaging at other key customer “touchpoints” and are updating the products used to claim Attendance Allowance and Carer’s Allowance accordingly.
We also continue to liaise regularly with stakeholders about ways to encourage take-up of Pension Credit, and working with the BBC on their messaging around free TV licences and Pension Credit through their licensing letters and other channels.
A targeted, pilot campaign in early 2020 was developed to explore the role for advertising beyond that broader promotion. This time limited pilot used advertising in GP surgeries, Post Offices and social media. Activity was curtailed by the early impact of the pandemic. We are continually reviewing the role for paid advertising.