Pensioners and their families are being urged to check if they are eligible for Pension Credit – worth more than £4,500 a year on average – and to keep the advice handy on their fridge.
As part of a major government campaign to ensure low-income households do not miss out on support, 660,000 leaflets will be posted through letterboxes in seven areas with a high proportion of low-income pensioners: Glasgow, Powys, Stockton-on-Tees, inland Cornwall, Birmingham, East Suffolk and Manchester.
The drive comes as pensioners continue to face cost-of-living pressures. The government said it is ensuring access to vital support including Winter Fuel Payments, Cold Weather Payments, Attendance Allowance and the State Pension, which is set to rise by up to £2,100 over this Parliament.
The leaflets will guide pensioners through how to apply for Pension Credit, how to help a family member make a claim, and will bust common myths – including the belief that homeowners or those with savings cannot claim.
Around 1.4 million pensioner households are already receiving Pension Credit. Last year, the Department for Work and Pensions received an extra 33,500 applications following its biggest ever awareness campaign. It has now launched a new push during its Pension Credit Week of Action.
Minister for Pensions Torsten Bell said: “Far too many pensioners are missing out on support they’re entitled to. Pension Credit is worth more than £4,500 a year on average and can make a real difference to people’s finances, while also opening the door to help with bills and other everyday costs. If you think you might be eligible, it’s worth checking.”
Morgan Vine, Director of Policy and Influencing at Independent Age, said: “Our analysis found that in 2023/24 more than a million older people on low incomes who are eligible for Pension Credit did not receive it, missing out on a combined £2.5 billion of life-changing support. Every day we hear heartbreaking stories of older people enduring financial hardship because they aren’t aware of Pension Credit, or that they qualify.”
The campaign includes adverts across print, TV, radio and social media, including a partnership with ITV’s The Chase, and follows the success of last year’s campaign which ran through 2025.
Pensioners needing additional guidance are urged to seek advice from charities including Independent Age and Citizens Advice.
