BMP DDB is to create a campaign to encourage poor pensioners to
take up all the state benefits to which they are entitled.
The Treasury and the Department of Social Security are finalising the
details of a pounds 2 million new year push to target an estimated
600,000 old people who miss out on up to pounds 10 a week because they
do not claim.
BMP won the work without a pitch. Despite losing its status as the lead
agency at the DSS, the agency has continued to work closely with the
department since the 1997 general election.
The impetus for the blitz came from Gordon Brown, the chancellor, who
has made tackling pensioner poverty a top priority and is working on a
joint offensive with ministers from the new assemblies in Scotland,
Wales and Northern Ireland.