Department for Work and Pensions: Marketing

Department for Work and Pensions written question – answered on 14th June 2022.

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Photo of Matt Rodda Matt Rodda Shadow Minister (Work and Pensions) (Pensions)

To ask the Secretary of State for Work and Pensions, how much her Department spent on the recent marketing campaign to improve take up of pension credit that included an advert in the print version of the Daily Mirror on 8 of June 2022.

Photo of Guy Opperman Guy Opperman The Parliamentary Under-Secretary of State for Work and Pensions

The most recent Pension Credit take up campaign, aimed at pensioners and their family members, was launched in April.

Paid communications activity to promote Pension Credit is ongoing, and is supported by no cost activity such as Press and Stakeholder communications - including the Pension Credit 'day of action' on 15 June, which aims to provide a focal point for the campaign DWP is leading a concerted promotional push across media including broadcast, print, online and social.

The total budget committed to the paid campaign so far this year, including paid press advertising, is £1.2m. The campaign is continuously monitored and optimised to deliver the best value for the money spent.

This is in addition to the Pension Credit material included in the annual uprating mailing, which is sent to over 11m pensioners in Great Britain, and further communications in a variety of ways.

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