The Department for Work and Pensions (DWP) is sending 660,000 advice leaflets to homes across seven UK regions to help pensioners access Pension Credit, which is worth over £4,500 a year on average. The campaign targets areas including Glasgow, Powys, Stockton-on-Tees, inland Cornwall, Birmingham, East Suffolk and Manchester.
Campaign aims to boost Pension Credit uptake
The leaflets will explain how to check eligibility, submit a claim and help an elderly relative apply for the benefit. Currently, around 1.4 million pensioner households receive Pension Credit, but the DWP believes many more people may be entitled without knowing it.
This follows a 2025 awareness initiative that generated an extra 33,500 applications. Pension Credit provides additional money to people of State Pension age on a low income and can also unlock help with household bills and other daily expenses.
Eligibility myths addressed
The DWP has confirmed that being a homeowner, having savings or drawing a private pension does not automatically disqualify someone. The first £10,000 of savings is disregarded when assessing entitlement, and for each £500 above that, the DWP assumes an extra £1 per week in income.
Receiving a State Pension does not automatically rule someone out, as Pension Credit can run alongside it. However, the benefit is not automatic, so qualifying pensioners must apply. Older people can check their eligibility using the online Pension Credit calculator on GOV.UK.
Minister urges pensioners to check
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."
Independent Age highlights unclaimed support
The initiative includes promotional content across television, radio, newspapers and social media, including a collaboration with ITV's The Chase. Independent Age has welcomed the campaign after its research found that over one million eligible older people on modest incomes failed to claim Pension Credit during 2023/24.
The organisation calculated the total unclaimed assistance 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 relatives to verify their eligibility instead of assuming they won't qualify based on their financial situation.
