The government has launched a campaign to try and increase the low numbers of eligible pensioners claiming pension credit. The campaign follows calls for the government to do more to support pensioners through a cost of living crisis.

Pension credit is for people over state pension age on a low income. The government estimates that in 2020, only about two-thirds (66%) of families who were entitled to pension credit received it, with about £1.7bn being left unclaimed. 

Starting this month, advertising for pension credit will feature in internet search results and on social media, before being expanded to national and regional newspapers, and the Department for Work and Pensions will be distributing leaflets in local communities.

It said businesses can get involved in the campaign by spreading the word to their customers using the department’s digital toolkit and encouraging them to call the claim line. Alongside this, state pensioners will continue to get reminders about pension credit in the post.

Pensions minister Guy Opperman said: "We recognise the challenges some pensioners will be facing with the cost of living which is why promoting Pension Credit is a priority. That’s why we’re calling on everyone with retired family, friends and loved ones to check in with them and see if they can get this extra financial support."

The DWP said it is also trying to address some of the myths that stop people applying, saying that having savings, a pension or owning a home are not necessarily barriers to receiving pension credit, and points to its online Pension Credit calculator.

It has also developed a Pension Credit toolkit as an online tool for agencies and welfare rights organisations to encourage take-up.

Caroline Abrahams, charity director at Age UK, said that with prices rising, it was more important than ever to claim benefits people are entitled to.

"Pension Credit is something of a well kept secret - many people have simply not heard of it. That’s a real shame because at Age UK we see how much it helps those who actually receive it. We hope this campaign is the first step in a sustained government effort to bring Pension Credit to the older public’s attention, and we warmly support it for this reason," Abrahams said.

Morgan Vine, head of policy and influencing at charity Independent Age, also welcomed the campaign.

"With the cost-of-living crisis making life even more harsh for people over 65, it has never been more urgent to take action on Pension Credit. Awareness campaigns are one part of the strategic approach that is needed at this critical time, so it is very positive to see the government working with local partners to deliver awareness raising materials. We look forward to seeing the impact of this campaign, so that further, fast action can be taken to target those who are missing out," Vine said.

The state pension is uprated in line with inflation or higher, but this is applied with a time lag. This week, state pensions will go up by 3.1%, which was the rise in the consumer price index in the 12 months to September last year. In February, 12-month inflation was running at 6.2%.