DWP aims to boost Pension Credit uptake with targeted campaign trial

The Department for Work and Pensions (DWP) has launched a new campaign – A Week of Action – to encourage more eligible pensioners to claim Pension Credit.

Nearly 1.4million pensioners in Britain receive Pension Credit but many aren’t claiming this financial help
The DWP is planning an “Invitation to Claim” trial this summer, where they will write out to some potentially eligible households inviting them to apply for Pensions Credit.

Rachel Vahey, AJ Bell head of policy development, comments: “At a time when the cost-of-living crisis is really beginning to pinch it’s imperative people get any Government financial help they are due. Despite several past efforts to spread the word, it’s a sad fact that just not enough people are claiming Pension Credit – an alarming 850,000 eligible pensioners are estimated to be missing out.

“So it’s welcome news the DWP is going to beef up its efforts to get this message out by employing the support of charities and broadcasters. This approach should help shift the dial and mean more households are able to benefit not only from a Pension Credit payment, but also the other valuable payments that go with it – including help with heating costs and free TV licenses.

“The DWP has certainly upped the anti on this campaign. A Day of Action last year has turned into a Week of Action this year. And as that Day last year doubled the number of Pension Credit claims, expectations are running high that this year’s efforts will be even more successful.

“But the DWP has realised it cannot rely solely on pensioners taking the initiative. It is planning atrial this summer where it will write directly to potentially eligible households inviting them to claim. This direct appeal should nudge many more households to apply.

“However, the Government could do more. AFreedom of Information request last Novembershowed a backlog in processing Pension Credit claims. Administrative snarl ups shouldn’t stop pensioners from getting the help they need as quickly as they could. The government also needs to keep striving to make sure people are clear about when they can claim, myths are dispelled, and the claim form is as simple as possible.”