Benefit uptake campaigns

The Government provides Pension Credit to people of state pension age on low incomes, however not everyone is aware that they qualify for it.

In addition to providing extra money for older Londoners on low incomes, receipt of Pension Credit also unlocks a range of further support, including help with energy and council tax bills, free NHS dental treatment, Housing Benefit for renters and free TV licences for those aged 75 or above.

Together with London boroughs, the Mayor launched a targeted campaign to increase the uptake of Pension Credit in February 2023 to ensure older Londoners do not miss out on receiving this underclaimed benefit. 

The campaign, in partnership with welfare and data analytics company Policy in Practice, targets eligible older Londoners with letters to make them aware that they should be claiming this valuable benefit.

The campaign has now been extended and it will be running again in Winter 2024-25 with over 25 boroughs participating. 

As part of the second phase of the campaign, targeted communications were sent on other underclaimed national benefits as part of a set of pilots. These benefits were: 

• Healthy start 
• Attendance Allowance 
• Free school meals 

The results of these pilots are currently being studied. If successful, they may be expanded in future phases of the programme. 

• More than 4,200 Londoners have claimed pension credit they are entitled to after being contacted by the campaign. 
• This translates to £17.7m in direct additional annual income to low-income pensioners in London in Pension Credit alone, not including the other benefits that can be accessed by claiming Pension Credit.