Pension Credit: South Holland and the Deepings

The Government is committed to ensuring that all pensioners receive the support to which they are entitled. That is why we have been running the biggest ever Pension Credit take-up campaign across the whole of Great Britain, promoting Pension Credit to eligible pensioners and their families. The campaign has featured advertising on television and radio, including Greatest Hits Radio, Classic FM, Smooth and Hits Radio Lincolnshire. The campaign has also featured in the national and local press, including advertorials in the Lincolnshire Echo, Grantham Journal, Lincolnshire Free Press, Spalding Guardian and the Stamford Mercury. Adverts have also appeared across social media and on digital screens in GP surgeries and Post Offices screens, including at 13 locations across Lincolnshire. The latest campaign burst launched in May 2026.

We are also using data to target potentially eligible households. For example, since February 2025 all new Housing Benefit claimants who may be eligible have been invited to apply for Pension Credit. We also conducted a trial with Age UK and Independent Age targeting 2,000 households in England, testing whether it is possible to identify potentially eligible households using HMRC and DWP data.