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DWP ads aim to push pension credit message home

The Government is running a new advertising campaign aimed at increasing uptake of the new pension credit.

The ads feature elderly people enjoying activities such as gardening.

The Department for Work and Pensions is mailing every pensioner household and and is running TV and press ads for a year to urge people to pick up the pension credit, which comes into effect from October 6.

The pension credit guar-antees everyone aged 60 and over an income of at least £102.10 and £155.80 for couples.

The Conservatives have criticised pension credits, saying there are fundamental flaws in the design. Shadow Work and Pensions Secretary MP David Willetts says the Government&#39s targets for take-up would leave 1.5 million eligible pensioners not receiving it, even by 2006. He says the complexity of the credit will put many off.

He says: “The only way that ministers will get a smooth launch for the pension credit is if not many pensioners claim it. That is why the publicity is coming so late.”

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