The Department for Work and Pensions (DWP) is sending out 660,000 information leaflets to households across seven areas of the UK, urging pensioners to check their eligibility for Pension Credit, a means-tested benefit worth more than £4,500 a year on average.
The campaign aims to tackle widespread misconceptions that stop people from claiming the support. The leaflets explain how to check eligibility, submit a claim and help an older family member apply for Pension Credit, as reported by the Daily Record.
Who could benefit from Pension Credit?
Around 1.4 million pensioner households already receive the benefit, but the DWP says many more people could be entitled without knowing it. The latest drive follows a 2025 awareness campaign that led to an additional 33,500 applications.
Pension Credit tops up income for those of State Pension age on a low income and can also unlock help with household bills and other everyday costs. The DWP has confirmed that owning a property, having savings or receiving a private pension does not automatically rule someone out.
How savings and the State Pension affect eligibility
People with savings may still qualify because the first £10,000 is disregarded when working out entitlement. For every £500 above that amount, the DWP assumes an extra £1 a week in income. Receiving the State Pension does not disqualify someone either, as Pension Credit can be claimed alongside it.
However, the benefit is not awarded automatically, so eligible pensioners must make a claim themselves. Those unsure whether they qualify can use the online Pension Credit calculator on GOV.UK.
Campaign reaches seven areas with TV and radio ads
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."
He added: "If you think you might be eligible, it's worth checking. We want to make sure pensioners get the support they're entitled to and don't miss out on money that could help them in retirement."
Leaflets are being distributed in Powys, Glasgow, Stockton-on-Tees, inland Cornwall, Birmingham, East Suffolk and Manchester. The initiative also includes advertising on television, radio, print and social media, including a partnership with ITV's The Chase.
Charity highlights £2.5 billion in unclaimed support
Independent Age has welcomed the campaign. Its analysis found that more than one million eligible older people on low incomes failed to claim Pension Credit in 2023/24, with the total value of unclaimed support estimated at £2.5 billion.
Morgan Vine, Director of Policy and Influencing at Independent Age, said: "Our analysis found that in 2023/4 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."
She added: "Every day we hear heartbreaking stories of older people enduring financial hardship because they aren't aware of Pension Credit, or that they qualify for the support."
The DWP is urging pensioners and their loved ones to verify their eligibility rather than assuming they will not qualify based on their financial situation.
