Department for Work and Pensions Urges Families to Help Parents Unlock Benefits of Pension Credit

The Department for Work and Pensions (DWP) has today 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.”

The initiative is running across TV, radio, out-of-home, social and digital channels. Media planning is by Wavemaker, and media buying is by OmniGov.

Andy Corcoran, deputy director, head of marketing, Department for Work and Pensions, said, “Right from the outset the team at the DWP had a laser focus on ensuring memorability through creative cut through. We hope this campaign will resonate with families and prompt important conversations that could significantly improve the quality of life for many pensioners. We want to ensure that those eligible for Pension Credit don’t miss out on support that could make a real difference.”

Jo Bacon, group CEO, M&C Saatchi UK, added, “At M&C Saatchi, we pride ourselves on creating campaigns that not only address societal challenges but also resonate culturally to drive real impact. ‘Credit where credit’s due’ reflects our commitment to using the power of creative storytelling to spark important conversations and bring about change. We hope this campaign encourages families across the UK to take a simple but vital step in helping loved ones secure the support they deserve.”

Guy Bradbury, creative partner, M&C Saatchi UK, concluded, “Our parents have done so much for us over the years, so having the Pension Credit conversation with them is the least we can do. This humorous campaign invites the audience to think back on all the ways their parents were there for them, from the ‘80s to today. It’s a reminder that a small conversation can make a big difference. To bring this idea to life, we crafted every detail with care, from the pebble dash to blackboards, from hairstyles to floor tiles. Every item was selected to evoke the memories and emotions that connect us to our parents. It’s about making that connection tangible and encouraging people to take action.”