Islington is London’s sixth most deprived local authority, and more than a third of the borough’s over 60s are living in income-deprived households. Ensuring that pension age residents were receiving all the help that they were eligible for is a top priority.
With up to £1.7 billion worth of Pension Credit unclaimed nationwide each year Islington Council researched why their residents weren’t claiming.
The most common responses were lack of awareness, assuming they weren’t eligible, fear of long forms to fill out, no-one to help and no idea who to ask and believing that savings made them ineligible
It became clear that Islington needed to reach eligible residents with a targeted campaign.