The Department for Work and Pensions (DWP) has intensified efforts to tackle pensioner poverty by delivering physical leaflets directly through letterboxes across Greater Manchester as part of a nationwide push to reach older people missing out on vital financial support.
Government figures show that over a million older people on low incomes who are eligible for Pension Credit are still failing to claim it, leaving an estimated £2.5 billion in life-changing support unclaimed. Pension Credit tops up weekly income for eligible retirees living on lower incomes.
According to the DWP, the average payment is worth more than £87 a week, translating to over £4,500 a year per household.
Gateway to further help
Beyond the direct cash boost, qualifying for Pension Credit acts as a crucial "gateway" to unlocking further financial help, including support with heating bills, council tax reductions, and other living costs. However, thousands of households continue to miss out due to widespread misconceptions regarding eligibility - such as false assumptions that owning a home or having modest savings instantly disqualifies them.
As part of the DWP's targeted awareness campaign, officials are pushing physical information materials directly to households - even encouraging recipients to pin the explanatory leaflets onto their fridges.
The direct mailouts are backed by nationwide advertisements spanning print, TV, radio, and social media, alongside ongoing partnerships with major platforms to demystify the application process.
Charities welcome the intervention
Charities and consumer organisations have welcomed the intervention, noting that many older people endure unnecessary financial hardship simply because they are unaware they qualify.
The DWP is urging families, friends, and neighbours of older residents in Manchester and across the UK to check on their loved ones and encourage them to verify their entitlement.
Pensioners or their relatives looking to check eligibility can visit the official government website or contact relevant advice services such as Citizens Advice or Independent Age.
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," he added. "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."
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."
"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," she added. "We welcome the DWP's commitment to raising awareness and understanding of Pension Credit and look forward to continuing to play our part to tackle the issue of low take-up."
