Creative agency GOOD and financial security charity Turn2us have launched an integrated campaign to encourage pensioners to see if they’re eligible for part of the UK’s £1.7 billion unclaimed pension credit.
The ‘Don’t rule it out, find out’ campaign is launching during Pension Credit Week and will run across national press, national radio and social.
The campaign asks people over the age of 66 and with a low income to use their online calculator to see if they could receive pension credit worth an average of £3,500 a year.
GOOD executive creative director, Bryn Attewell, said “In the current economic climate, the ‘Don’t rule it out, find out’ campaign is increasingly important. With £1.7bn of unclaimed pension credit available, we wanted to drive urgency and understanding.
“People put off checking for a range of reasons, so we needed to ensure the simple and easy process was communicated creatively through warm photography and direct copy.”
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Turn2us has reported that over 300,000 people over the state pension age have use the charity’s calculator in the last year to find out what additional support is available.
Further statistics show that one in seven (39,235) were eligible for pension credit – an equivalent of over £137million.
“Research shows lots of pensioners don’t know pension credit exists, and many others rule out finding out as they assume they’re not eligible because of their savings or owning their own home” said Turn2us director of impact and innovation, Michael Clarke.
GOOD is a creative agency that works with brands and charities to create purpose-driven campaigns. In March, the company partnered with Royal National Institute of Blind People (RNIB) to create “Still Me”, a TV campaign.
