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<p>The Government wants to make sure that all pensioners eligible can claim the Pension
Credit to which they are entitled. There are already around 1.6 million people claiming
some £5.4 billion in Pension Credit but some people may be missing out. That is why
on the 10<sup>th</sup> February we launched a 12 week nationwide campaign to raise
awareness of Pension Credit and encourage those over State Pension age to check whether
they’re eligible. The campaign includes a short, animated video that is being shown
in GP waiting rooms and in Post Offices. It is also being shown to Facebook users
and supported by messaging on social media.</p><p> </p><p>As part of the campaign
we are asking a sample of callers to the Pension Credit claim line whether they are
calling as result of having seen the campaign materials and where they heard about
Pension Credit. We are monitoring the Facebook activity using digital metrics which
will give us insight on the performance of the adverts and how long people are watching
the videos for. We are also monitoring the number of visits to the Pension Credit
pages on <a href="http://www.gov.uk" target="_blank">www.gov.uk</a> and use of the
Pension Credit Toolkit (<a href="https://www.gov.uk/government/publications/pension-credit-toolkit"
target="_blank">https://www.gov.uk/government/publications/pension-credit-toolkit</a>).
At the end of the campaign, we will carry out a full evaluation based on these results
in order to measure the effectiveness and impact of the campaign.</p>
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