The Department for Work and Pensions (DWP) is trying to encourage Pension Credit uptake, with an emotional new campaign film.
Devised by creative agency M&C Saatchi UK, ‘Credit Where Credit’s Due’ encourages younger generations to ask their parents to check their eligibility for Pension Credits, a benefit that could provide pensioners with an additional income boost of over £3,900 annually.
The campaign revolves a 30-second film directed by Tony Barry for Knucklehead which will run across TV, radio, out-of-home, social media platforms, and digital channels.
Department for Work and Pension deputy director and head of marketing, Andy Corcoran 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.”
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The spot depicts a series of moments from childhood to adulthood demonstrating the ways parents support their children and ends with the tagline: “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 DWP currently estimates 760,000 households are not claiming Pension Credit despite being eligible.
It added that many pensioners remain unaware of the benefits of claiming the credit as it offers other assistance including Housing Benefit, NHS support, council tax reductions, and a free TV license for those over 75.
Media planning was handled by Wavemaker and media buying by OmniGov.
M&C Saatchi UK Group CEO, Jo Bacon 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.”
