Communications Assets

We have developed these in partnership with the research team behind the Pension Credit report, Maxmedia Communications, feedback from the Behavioural Insights Team and after testing them with older people.

These messages have been carefully designed to make sure that they address the points raised in the research on why people haven’t engaged so much with previous campaigns and what might motivate them to do so this time.

The creative that has been developed centres on the difference that a pension top up could make to someone’s lifestyle – for example, more spare money to do things that are enjoyable. It uses comments from individuals to convey these messages, like mini case studies. This is followed by a clear call to action, for example ‘Dave topped up – have you?’.

The visual element to each piece is an image of the individual or couple making the comment. This approach creates relatability for the target audience. The strapline ‘It’s a benefit to you’ complements the messaging in the case study comments and focuses the word ‘benefit’ on the advantages of receiving a top up rather than it being viewed as a hand out. This supports the research that many older people are reluctant to apply for benefits because of the stigma associated with it (see the research executive summary in this document).

Please do not make changes to the message text or image as these are vital to the success of the campaign. You are encouraged to add your own logo to these graphics as this is likely to be most recognisable to your own tenants and residents.