Credit where credit’s due

The Department for Work and Pensions (DWP) has unveiled a new campaign, ‘Credit where credit’s due’, aimed at increasing Pension Credit uptake across the UK. The multichannel push, created in partnership with M&C Saatchi UK, encourages younger generations to prompt their parents to check their eligibility for Pension Credit, a benefit that could provide pensioners with an additional average income boost of over £3,900 annually.

DWP tasked M&C Saatchi with creating a compelling set of campaign messages, a core proposition, and an enduring creative approach to drive action and significantly increase the number of eligible individuals claiming Pension Credit. The campaign seeks to encourage families to have a conversation about Pension Credit, helping eligible pensioners understand the potential benefits they could be missing out on.

It’s estimated that there are up to 760,000 households entitled to, but not claiming, Pension Credit, and many eligible pensioners remain unaware of the benefits it provides. Beyond increased financial support, Pension Credit offers other assistance, including Housing Benefit, NHS support, a Council Tax reduction, and, for those over 75, a free TV licence. In light of rising living costs and the upcoming winter, the campaign seeks to highlight the immediate impact of Pension Credit, particularly as it is now essential for receiving Winter Fuel Payments.

A nostalgic and humorous 30 second hero film, directed by Tony Barry for Knucklehead, captures the lifelong support parents give their children, prompting viewers to do something for their parents in return and encourage them to check their eligibility for Pension Credit. The spot depicts a series of relatable moments from childhood to adulthood, illustrating all the ways parents have been there, from mealtime spills to countless lifts and house parties. The spot concludes with the endline: “Let’s be honest, you probably owe them one. Tell your parents about Pension Credit, it could boost their pension by an average of £3,900 a year. Pension Credit. Credit where credit’s due.”