The Department for Work and Pensions (DWP) has reported a significant rise in Pension Credit applications following its ‘Credit Where Credit’s Due’ campaign, which encourages younger generations to assist their parents in checking eligibility for the benefit. This initiative aims to provide pensioners with an additional income boost of over £3,900 annually.
Since the campaign’s launch, the average weekly number of Pension Credit applications has more than doubled, with 150,000 additional applications submitted. Consequently, an extra 42,500 households are now receiving Pension Credit and are eligible for the Winter Fuel Payment. However, this surge has led to processing delays, with the backlog of outstanding applications more than doubling from 33,883 on 29 July to 76,569 by 28 October.
The ‘Credit Where Credit’s Due’ campaign features a 30-second film directed by Tony Barry, highlighting the lifelong support parents provide to their children and encouraging families to discuss Pension Credit eligibility. The campaign is being disseminated across television, radio, out-of-home media, social platforms, and digital channels.
Andy Corcoran, DWP’s Deputy Director and Head of Marketing, stated: “We hope this campaign will resonate with families and prompt important conversations that could significantly improve the quality of life for many pensioners.”
Despite these efforts, approximately 760,000 households remain eligible for but are not claiming Pension Credit. The benefit not only provides additional income but also grants access to other assistance, including Housing Benefit, NHS support, council tax reductions, and a free TV licence for those over 75.
To address the processing delays, the DWP has deployed 500 extra staff to expedite applications. Pensioners are urged to apply promptly, as successful claims made before 21 December will receive both backdated Pension Credit and the Winter Fuel Payment.
Minister for Pensions Emma Reynolds MP emphasised: “With 21 December approaching, my message is clear: check if you are eligible for Pension Credit and if you are, then apply, as it unlocks a range of benefits including the Winter Fuel Payment.”
The government continues to support vulnerable households through measures such as the £150 Warm Home Discount for low-income households and the extension of the Household Support Fund with £1 billion to assist those in need.
